Boux Avenue has launched its latest summer campaign encouraging women to feel empowered, confident in their own skin and proud of who they are. Set in LA, the #ImpressYourself campaign aims to inspire and empower women through movement, juxtaposing a mix of aspirational and urban settings with elegant ballet and contemporary street dance. The models can be seen dancing through the streets of LA, on rooftops and other locations wearing the new lingerie and swimwear range.
Marketing Director Sue Dover comments: “We wanted to produce a campaign that not only created an effective platform to showcase the new collection, but also one that our customers could really engage with. The #impressyourself campaign provides that aspirational setting whilst channelling a powerful and inspiring message that we know our customers will relate to. We feel really proud of this campaign and the progress that our brand has made since it began in 2011.”
Boux Avenue’s new swimwear collection introduces an array of fresh styles, including the brand’s first one-piece range which comes in various different styles. Inspiration has been taken from around the world with Aztec patterns, ethnic inspired prints with rose gold hardware, jungle and ocean inspired designs. The SS17 lingerie collection presents contrasting yet complimentary shades and textures, continuing to incorporate fashion-forward elements such as cut-out details and double straps. Sharp shades of bright cobalt and raspberry stand out on sports-inspired plunge bras with mesh panels, softened by layers of lace, and nightwear offers the same breadth of options.