Boux Avenue, the renowned lingerie specialist, has taken a bold step forward by introducing its first-ever dress collection. This exciting launch, named “The Party In The Park,” not only celebrates the reopening of society after the lockdown but also the joy of social interactions. Boux Avenue has been steadily expanding its range of offerings, and this dress collection signifies its venture into the world of made-to-be-seen apparel.

Earlier this year, Boux Avenue successfully entered the athleisure market with its Boux Sport collection. The line featured sweatshirts, hoodies, and joggers that seamlessly transitioned from the gym to everyday wear. This move was driven by the significant increase in demand for athleisure clothing during the lockdowns. However, the introduction of the dress collection takes Boux Avenue beyond its traditional range of lingerie and nightwear. The collection consists of 18 different styles, including mini cami-dresses, tiered smocks, and T-shirt dresses. These dresses showcase vibrant colors and ditsy prints, ranging from animal print to florals. With sizes ranging from 6 to 18, and prices ranging from £30 to £40, there is something for everyone.

Hind Palmer, the marketing chief at Boux Avenue, expressed her excitement about this new product category, stating, “At Boux Avenue, we don’t just sell a product; we sell a lifestyle. Just like our lingerie, this entire collection is designed in London, delivering both style and quality to our valued Boux community just in time for summer.”

To complement the dress collection launch, Boux Avenue has introduced a captivating campaign called “The Party in The Park.” Drawing inspiration from sun-drenched days and warm evenings spent with missed friends, this campaign features well-known personalities such as Love Island’s Molly Smith, influencers Lottie Tomlinson, Ellie and Daisey O’Donnell, and models Baby Chelly and Yelena Howle.

Boux Avenue’s expansion into dresses exemplifies its commitment to diversifying its product offerings and catering to the changing needs and desires of its customers. With the introduction of this new collection, Boux Avenue solidifies its reputation as a go-to destination for fashionable and high-quality apparel, all while staying true to its London roots. Whether it is lingerie or dresses, Boux Avenue effortlessly combines style and elegance, enriching the lifestyles of its loyal customers.

Link 1: Boux Avenue
Link 2: Boux Avenue’s Brand History