Tonight I was lucky enough to attend the launch of brand new lingerie brand Boux Avenue. Sketch bar in Mayfair was the setting that played host to beautiful models showing off the collection. From pretty pastel sets to dramatic basques, the Boux experience was tantalising yet far from trashy.
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| Decadent pearls and hair do's on strategically placed models |
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| Mini sweet treats and champagne on arrival | | | | | | |
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| Debut collection modelled by burlesque dancer in main show |
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| Dancers showing off sultry lingerie for equally sultry soundtrack 'Roxanne' |
Boux is an online venture from Theo Paphitis' (He of Dragon's Den fame) and will have stores in all major cities in the UK including Bluewater and Lakeside. The label may be set to rival high street favourite La Senza which Theo quit in 2009 but Boux stores will have a more boutique - like atmosphere. Snapshot previews showed stock tucked away in drawers giving a neat and uncluttered feel opposed to the 'off the rail' layout of La Senza.
This could attract customers who want high quality and personal customer service but are on a modest budget, as Theo himself promised tonight 'if you can afford to shop at M&S, you can afford to shop at Boux.
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| Boux clad dancer perfomed an acrobatic finale. |
BouxAvenue.com launches April 1st with its boutiques opening in succession across the country, including Bluewater April 3rd and Lakeside April 8th.
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