Amelia Hamlin is new Boux Avenue 'face' as it targets North America

By

Sandra Halliday

Published
Feb 18, 2021

UK intimates brand Boux Avenue has named American influencer, model and actress Amelia Hamlin as the new face of the label as it gears up for a move into the key North American market. 

It new link-up with Hamlin continues the Love Me For Me collection and campaign that it launched last month and comes with the addition of new styles to the line-up.

Hamlin has been photographed in the popular Coralie and Mollie Plunge Bra sets from the collection and will be seen in more new SS21 pieces in the months ahead.

Marketing chief Hind Palmer said her arrival comes at “an exciting time for Boux”.

Hamlin may be only 19 years old but she has a high profile with heavy media interest in her life and loves. She has more than 770,000 Instagram followers and is currently also appearing in Banana Republic’s True Hues campaign.

While many brands cut back on marketing during the pandemic, Boux Avenue has been extremely active in this area with a variety of body positive campaigns for its lingerie, loungewear and sports offer.