Boux Avenue launches its first unretouched lingerie campaign

Boux Avenue has 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.

As part of their new SS20 campaign, which features an array of well-known names including Malin Andersson and Zara McDermott, Boux Avenue is continuing to celebrate its 'Your Shape, Your Style' campaign.

Celebrating diversity and confidence, the campaign is fronted by brand ambassadors, Andersson and McDermott, alongside models and fashion influencers, Ama Peters and Kaz Kamwi. Each wears lingerie styles from Boux Avenue's new season collection, with the unretouched imagery celebrating their individuality and staying true to themselves.

Malin comments: “I’ve always spoken openly about body image, and how in my teens all I saw were airbrushed images in magazines - and that I thought it was how I was supposed to be. I remember it consuming me so much I obsessed day after day with calorie counting and trying to look like a size 0 model - whilst also losing myself in the process... I’m so glad to be working with Boux Avenue.

"I share with you my unedited shoot post lock down, perhaps not eating the best or working out that much - but I present to you me. I stand tall and bold with their colourful new collection and ask you all to love the body you are in.”

Available in sizes 30-44, B-G cup, Boux Avenue's new season lingerie is now available to consumers.

The lingerie chain, owned by Dragon’s Den star Theo Paphitis, drafted in advisers in February from Deloitte amid talk that it may close some stores.