Boux Avenue launches into dresses, unveils new campaign

By

Sandra Halliday

Published
Jun 7, 2021

Lingerie specialist Boux Avenue is continuing to expand into new categories and on Monday announced its very first dress collection.

It comes with a new campaign, called The Party In The Park which, like many current campaigns references the reopening of society post-lockdown and the enjoyment of social interactions.

Boux has been adding new categories in recent periods and the dresses launch isn’t actually its first move in the made-to-be-seen apparel sector. Earlier this year it also launched its first athleisure collection with a gym-to-street offer of sweatshirts, hoodies and joggers under the Boux Sport name.

That launch was understandable given that the company said searches for key athleisure pieces had been rising in high-double or triple-digits during lockdowns. And it joined a number of other major names in launching athleisure and loungewear pieces to make the most of shopping trends during the pandemic.

The dresses launch is perhaps more of a surprise as it’s a definite statement of Boux moving beyond its core lingerie-to-nightwear offering. It comprises 18 styles, including mini cami-dresses, tiered smocks, and T-shirt dresses. Strong colours and ditsy prints, ranging from animal print to florals, can be found in sizes 6-18 priced at £30 to £40.

Marketing chief Hind Palmer said: “It’s incredibly exciting to announce the launch into this new product category. At Boux Avenue, we’re not selling a product, but a lifestyle and like our lingerie, the whole collection is designed in London, bringing both style and quality to the Boux community and just in time for summer.”

Meanwhile the Party in The Park campaign “is inspired by sun-drenched days and balmy evenings with missed friends”. And it stars some some high-profile faces, including Love Island’s Molly Smith, influencers Lottie Tomlinson, Ellie and Daisey O’Donnell and models Baby Chelly and Yelena Howle.