Boux Avenue launches activewear collection with Lottie Tomlinson

Boux Avenue AW20

Boux Avenue is continuing its expansion into activewear this autumn with a new campaign,​ ‘This Is Us’​, aiming to empower customers to bring the workout to their own unique lifestyle.

Staying true to the brand’s British heritage, all products are designed in London, with the campaign shot on the streets of East London featuring headline talents; Lottie Tomlinson and Joanna Chimonides, alongside fashion and fitness influencers, Ama Peters and Simone Charles.

Activewear has been one of the front runners of the past few months, with consumers keen to keep fit and healthy during the lockdown period. Google search data has proven that people are searching the term ‘Gymwear’ now more than ever, as it continues to rise at 22% up on the year.

Marketing Director, Hind Palmer, said: “We are so excited and proud to kickstart the new season with our Boux Sport – ​‘This Is Us’ campaign​. We know that our customers need activewear that can be easily incorporated into their busy lifestyles. It’s all about empowering yourself to define your own workout routine – not to let yourself be defined by the workout.”

AW20 Boux Sport launches with a core edit of performance-ready textured crop tops and leggings.

In July, Boux Avenue launched its first unretouched lingerie campaign, celebrating bodies of all different shapes and sizes, encouraging every woman to embrace their own unique style and shape.