Boux Avenue launches 'sisterhood-focused' campaign

Feb 19, 2020
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It’s always interesting to see how lingerie brands market themselves post-Valentine’s Day and while Mother’s Day is another key opportunity for them, retailer Boux Avenue is taking a different approach this year.

Boux Avenue

The company has launched its latest campaign, which it said celebrates female empowerment and pushes its core message of being confident in your own body even further. 

Importantly too, it introduces brand director Zoe Price-Smith’s new vision for the label as it works on a turnaround in the face of hugely challenging conditions in its domestic market.

The “sisterhood-focused” campaign is called Your Shape, Your Style and highlights how wearing lingerie can make women feel, from “unique” and “supported” to “confident”, “empowered”, and “fearless”. It comes with editorial-style imagery and features group shots, along with close-ups of the product. The message is also that “a perfectly-fitting lingerie set can make all the difference”.

Echoing the theme of the campaign, the company said the featured product edit is “focused on intricacies and statement details”. These include 3-D floral embroidery, new spot mesh laces, “decadent” printed satin linings and luxe gold hardware finishes. These details are highlighted against an understated palette of nude, blush, black and teal. The collection also features the brand’s first non-padded longline bra in DD+ sizes.

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