Under Embargo Until 15th January 2023 - 4pm

Write Your Own Love Story This Valentine’s with Boux Avenue

16 January 2023

It is time to ‘Write your own love story’ this year with Boux Avenue, afterall Valentine’s day is all about YOU and how YOU want to spend it. The new campaign will be launching online Sunday 15th January at 4pm, with a very special video and product available in stores Monday 16th January.

Whether you are celebrating Galentine's with your besties, a special night with your partner, just j'adore love, or anti Valentine’s, get ready this Valentine's with the UK's leading lingerie brand Boux Avenue, and create your perfect own love story

Taking inspiration from the catwalk this new exclusive screenplay (the sensational collection), was first written, or should we say designed in London with FIT & YOU in mind, ensuring to suit everyone's needs and desires, whilst taking you from daytime chic to night time glam. Offering a range of flirty heart motif embroidery designs; to a more femme fatale glamourous intricate lace black numbers. YOU are sure to find the perfect lingerie set that makes you feel CONFIDENT, feel EMPOWERED, feel DESIRABLE, feel SEXY and most importantly feel like YOU… Yes you will see the classic Valentine’s candyfloss pink and romantic red hues, but Boux have also rewritten the script and by adding tones of violet and playful embroidery with Cherry designs to their love story. This luxurious range is available in sizes 6 to 18, selected styles in 28-38, A-G cup, along with prices starting from £14.00 to £55.00.

From pen to paper, the new designs have been brought to life and to the small screen, where you will see starring in the new motion picture ‘Write Your Own Love Story’ - Roxy Horner, Mariam Jarju, Saffi Karina and Sofia Jamora.

Before we fully introduce you to the main stars of the collection Alette, Rubie, Lexi, Lotti and their entourage, we have the below message from Zoe Price-Smith, Boux Avenue’s Chief Design & Product Officer, or should we say ‘Director’.

We are excited for everyone to discover a never ending love story with our latest Valentine’s collection. No matter what your relationship status is, there is a design for everyone, allowing you to be in charge of your set wardrobe, as you are the leading lady this season. From traditional rich reds and classic timeless black; to catwalk, trend led inspired violet tones. Along with romantic ruffles, fun and flirty cherry motifs, traditional heart embroidery; and indulgent intricate lace designs. This is truly one of Boux’s most premium collections to date.

Zoe Price-Smith Chief Design & Product Officer

Meet Alette

Alette loves love! She is a hopeless romantic who craves affection, and believes in love at first sight, and of course her favourite colour is pink. Being an avid Rom-Com dreamer she hopes this Valentine’s she will be showered in rose petals, whilst being whisked away on a romantic weekend in the city, followed by a candlelit dinner. Alette is feeling like an extra hopeless romantic in her candy floss pink Basque, with detachable suspender ends, that has been designed with of course heart motif embroidery (would you expect anything less from the girl who loves love). Alette has completed the look with matching thong and pink hosiery.

Want to meet Alette’s entourage. Of course the girl who loves love would have an entourage full of heart motifs. Starting with the cutesy crush vibes Lylah longline set, and matching satin nightwear, detailed with lurex heart embroidery. To a more traditional and classic red Callie heart satin nightwear set and matching satin robe. However Alette also knows a classic black number is still a staple piece to have in your wardrobe, which is why she also adores the Flock Heart Babydoll set, covered in lots of tiny flocked hearts, and the sexy Scarlette plunge set decorated in pink, red and black heart embroidery.

Meet Rubie

Rubie is all about celebrating Valentine’s with her Girls, hello Galentine's!!! She can’t wait to open the prosecco on her girly weekend break with her besties, getting ready for a night of cocktails, followed by a rom-com marathon back at the hotel. Rubie is showcasing worn to be seen fits in her ruby red Basque, with detachable suspender ends and delicate lace details. This longline bra is perfect to pair with a skirt or trousers, whilst enjoying a much needed Cosmopolitan.

For the movie marathon Rubie and her friends can’t wait to wear their cutesy heart frill nightwear sets available in either a cami short set and cropped pant revere, whilst eating all the cake!! When it comes to other lingerie choices it is all about girly pinks, baby blues, ditsy floral designs and classic everyday styles, with of course a barbiecore homage to them.

Meet Lexey

Lexey is all loved up with her new partner. However that doesn’t mean she also doesn’t enjoy some of her own time getting ready and choosing lingerie that makes her feel sexy, confident and empowered. Lexey is all about bold, daring and ultra sexy styles, whilst still having a golden era glam and femininity to them. Lexey is showing son amour with a delicate and intricate 3 piece set, instead of your usual suspender belt, Lexey is all about the trending leg harness, detailed with eyelash lace and scalloped edging for a softer touch. The set is completed with matching bottoms and a cutaway padded balconette bra, with elastic strapping to help frame the bust in SS23 hottest colour violet.

Now what about Lexey’s fellow loved up girls we hear you ask? Wanting to create extra heat in the bedroom it is no surprise that Lexey’s other go to styles include: Boux’s Premium Bouxtique collection from the red hot, jaw dropping Khloe leg harness set in romantic red, with delicate floral embroidery and, the Bouxtique Eyelash chemise and robe for a sexy nightwear boudoir style. She is also loving to show her worn to be seen Elyse, a black lace high neck and open back body that pairs perfectly with a skirt or trousers for a romantic date night. Now for the extremely daring look her must go to set is Christie, who may seem like a classic innocent black lace lingerie set but she has a little secret - the briefs are open and bumless.

Meet Lotti

Lotti doesn’t do Valentine's, it's just a holiday made up by the card company in her mind. She's not into all of the roses, chocolates, and lovey dovey things like Alette. She would much rather go out, play a card game and have fun with her friends, whether she is single or in a relationship. However just because Lotti is anti- Valentine’s it doesn’t mean that she doesn’t love pink and red, she just does it in her own way with a contrast - instead of a heart design, Lotti is full of fun, flirty cherry inspired embroidery details, making her own statement and love story.

Now time to meet Lotti’s squad. Loving to keep with the contrast theme when it comes to nightwear Lotti’s favourite is the new Maisie contrast chemise, cami set and mating robe available in red and pink. For lingerie, everyday staples with a decorative twist is up there, which is why she loves the full extra lace detail of Jodie in dusky blue and a classic Ivory white set oozing with glamour in Sammie.

Now you have met all the stars, it is time for you to choose your character, or alter ego and create ‘Your Own Love Story’ this Valentine’s.

Bouxavenue.com #MyBoux #BouxAvenue

Notes to editors:

Launched in April 2011 under the Theo Paphitis Retail group, Boux Avenue creates beautifully designed, quality lingerie, sleepwear, swimwear, activewear and dresses, to make everyone feel confident whatever her shape or style. Offering complimentary gift-wrapping and an extensive size range from 6-18 and cup sizes available in 28-40, A-G, Boux Avenue focuses on putting you first, providing you with luxurious styles, at affordable prices, across 30 UK stores and online at bouxavenue.com, shipping globally.

The beautifully-designed stores offer an unrivaled retail experience. Fitting rooms are equipped with a private concierge and three different light settings to emulate day, dusk and night. 100% committed to its customers, the brand’s bra fitting service is uniquely offered by staff and available to book online at bouxavenue.com, ensuring all shoppers walk away with the perfect fit.