Boux Avenue Valentine's campaign focuses on celebrating self

By

Sandra Halliday

Published
Jan 21, 2022

Boux Avenue has just unveiled its Valentine’s Day campaign. It comes at a crucial time for the lingerie sector that saw the key Valentine’s Day sales season disrupted this time last year by a UK Covid lockdown.

This time around, it’s pulling out all the stops with the You Do You campaign that it says is part of its view that “it is time to end the cliches of buying sexy new lingerie for your partner”.

You Do You focuses on “yourself, your worth and of course your curves”. The company added that “it's all about celebrating self love and feeling positive in your own skin, confidence often comes within. Sometimes gorgeous lingerie is all you need to feel confident and empowered”.

The campaign stars former Love Islander Mary Bedford, along with fashion and lifestyle influencers Mariam Musa, Shay Zanco and recently engaged Belle Lucia. 

It comes with a dedicated Valentine’s collection offering a range of “flirty frilly sets with delicate floral embroideries and feminine laces; to a more dominating-whilst-glamorous sexy black mesh number”. There are also heart embroidery babydolls, floral detailed satin robes and “Hollywood-golden-era-glamorous-inspired nightwear”.

The pieces are available in sizes 6 to 18, selected styles in 28-38, A-G cup, along with prices starting from £14 and rising to £46.