Can you describe Boux Avenue in three words?
Unique, luxurious, affordable.
What does a typical working day entail?
As the brand and product director, my days can vary – from product sign offs for new collections with the buying and design teams to campaign shoots in Paris or Ibiza, or visiting one of our beautiful stores – as our customers’ experience and lifestyle is at the heart of everything that we do.
How important is fabric and fit in creating comfortable yet stylish designs?
Fit is key: if you feel comfortable and supported in the lingerie you’re wearing, it will completely elevate your outfit and your confidence. Similarly, unique fabrications and intricate detailing add a luxurious feel to any product, adding that touch of luxury to each and every day!
What were the design inspirations behind the new Bouxtique range?
Bouxtique by Boux Avenue was inspired by Paris. The chic, sophistication of a Parisian woman is renowned all over the world, embodying confidence in timeless yet on-trend pieces (I think secretly we all want to be that little bit more French!). Designed with this in mind, we hand-picked delicate laces and elegant fabrications to create unique lingerie, perfect for our customer, who is looking for traditional quality with a modern twist – because confidence is timeless.
How would you describe the Boux Avenue woman?
The Boux Avenue woman is looking for affordable luxury and a quality product. She’s busy juggling her social life, travelling and working, so well-fitting lingerie is a key part of her wardrobe – an important building block for each and every outfit, that also compliments her own individual style and shape. She also wants comfortable and sumptuous loungewear and nightwear that she can wear while taking some time out from her everyday routine.
How does the brand embody female empowerment?
We design products with women in mind, so we know that comfort and fit are just as important as on-trend, gorgeous designs, to make every woman feel confident whatever her shape or style. As a female-led design team, we know what women are looking for and embody this in our unique designs, along with offering each customer an expert bra fitting to make her feel her best , with the perfect fit and styles up to a G cup.
What are your bestselling designs?
Our current bestseller is the Odette longline bra – there really is nothing like it on the high street at the moment! Available up to a G cup, the bra has statement strapping, geometric lace and a longline fit – not only making it a great fit but also perfect to style as worn to be seen, with a crisp white shirt or oversized blazer. Our customers love the jewel-toned hues available in this style, so we are carrying this colour palette throughout our AW19 collections.
Are there any plans for new London store openings?
Our stores have been created to be the perfect destination to update your lingerie drawer, with exquisite fitting suites, concierge service and beautiful decor helping to make each shopping experience unique and special. We have a flagship store on London’s Oxford Street, and we will continue to put this on the map as the number one destination to find your ultimate fit – so, for now, there are no plans to open any more London stores.
What inspires you when you’re creating new lingerie?
We really focus on our customers and creating products which fit into their lifestyle, so we make sure we are designing every day with the Boux Avenue woman in mind – whether that’s something for her beach break or night out with the girls. With this in mind, we keep our eye on the styles trending on social media while getting ahead with catwalk trends from season to season. It’s important to bring her what she wants when she wants it.
What makes Boux Avenue stand out from other lingerie brands?
Our customer service is unique on the high street in that our bra fitting service is City & Guilds accredited. This means that our bra fitters undergo a thorough training programme to become certified fitters, helping to ensure that we offer the best possible fit and experience for each and every customer. As we know, our customers value convenience so there is no booking necessary and each purchase is gift wrapped – perfect for that little treat!
Which natural fabrics do you love designing with?
We are focusing on developing many avenues for the coming collections for 2020. Sustainability is at the forefront of our developments for future sub-brand collections, which we can’t reveal just yet!
What’s next for Boux Avenue?
The launch of Bouxtique by Boux Avenue will elevate our premium product offering, with even more unique and luxurious designs for our customers to choose from, while still keeping the same fit and quality, as the core value of everything we create and do. We are so excited to see the collection hit stores in November, and can’t wait to see the response. We will continue to focus on creating unique products with fit and style in mind, while focusing on developing our customer service to make each shopping experience with Boux Avenue extra special.