The high street go-to lingerie brand Boux Avenue has just released their campaign for spring summer 2017 entitled #impressyourself.
Since its launch in 2011 Boux Avenue has become a big contender within the lingerie market. Their new and innovative approach to everyday basics makes them stand out from the rest. Each season the brand delivers new and exciting collections that include predominantly lingerie but also swimwear, nightwear, beauty products and home accessories.
We attended the launch of the new campaign that was held at the Century Club in Soho. Our team were able to see all the new lingerie sets and swimwear for the SS17 season, alongside a preview of their AW17 collection which will be released later on in the year.
The campaigns focus is to show a sense of empowerment and self-confidence that is expressed through a motion inspired campaign video. The campaign exudes a sense of femininity with an urban edge, displayed through various sport and dance related activities all taking place in the backdrop of LA.
The lingerie and swimwear appears to move as one with the body, encapsulating the idea that you can do whatever activity, whether that be running, swimming or dancing seamlessly alongside your Boux Avenue Lingerie or Swimwear.
The collection includes lingerie, swimwear and also nightwear. The lingerie features key seasonal details such as halter-neck style necklines and keyhole design on the bralets and bodies.
The swimwear evokes a fun summer feel with tropical floral prints and a focus on crochet that creates a contemporary twist on classic styles.
The nightwear has a luxe lounge feel to it with delicate satin cami sets, and ditzy summer floral chemises. Another focus within the nightwear is the influence of Athleisure with sports inspired sweats and joggers in contemporary nude and black colourways.
When will the collection be available to buy?