Boux Avenue Sport campaign urges women to believe in themselves

By

Sandra Halliday

Published
Jan 4, 2021

Boux Avenue has unveiled its latest seasonal Boux Sport collection and in line with the unusual times we’re living though, it comes with a campaign that steps away from the “New year, new you” approach that many brands take.

Instead, the lingerie specialist is aiming to “empower customers to believe in the power of themselves. It’s a new year and anything is possible”.

Boux said that “2021 is time for women to take control of their own destiny, starting with their workout. No one gets to choose how you exercise or what you wear other than you! Whatever that may look like, Boux Avenue says you should believe in the power of you. The new collection encourages customers to feel confident, empowered and supported, all whilst wearing Boux Sport”.

The range, which was designed in London, is being fronted this season by Georgia Steel and Montana Brown, alongside influencers Paris Kinnear and Sophia Peschisolido. 

The company called them “an unbreakable feminine force — all talents represent the confidence, power and positivity that Boux Avenue wants to empower customers with through the new collection”.

Its marketing chief Hind Palmer said the collection has “something for everyone” whether their activity is a daily walk or a Bikram yoga session. 

The collection uses sweat-wicking, breathable and stretchy fabric, in new colourways with key details including bold Boux Sport branding and double-strapping on the crop tops, alongside all-new high-waisted, textured panelled cycling shorts and sweat-wicking running jackets. 

In a move on from last season, the textured legging is back but in “bold” new colours including cobalt blue. Also new for this season is the two-tone marl range designed in a new ultra-soft and stretchy texture. 

“The greys and marls encompass the strong and structured base of the collection, whilst the illuminating bold colours represent the ability for strength, energy and power in 2021,” the company added.