On 1st November Theo hosted the launch party for the Boux Avenue Christmas Campaign.The evening saw Theo welcome journalists, bloggers, Boux ambassadors and, of course, lots of glamorous celebrities to the flagship Oxford Street store in London.
The highlight of the evening was the surprise announcement of the new face of the Christmas campaign. For only the second time since it launched, Boux Avenue has used a celebrity in their Christmas campaign. This year the beautiful Mollie King, current Strictly Come Dancing Star and former band member of the Saturday’s, is the face of the campaign including the Christmas advert which is launching on 13th November. Mollie’s image will be in the windows of all 29 Boux Avenue stores around the country from the 6th November too.
The entire campaign is themed around “Every Girl’s Christmas Dream” and the launch event epitomised this as the store was decked out with giant balloons, a red carpet and lots of seasonal product. Speciality cocktails “Boux in the City” were made and there were goody bags for all attendees.
Theo Paphitis said: “We’ve always been fans of Mollie and the timing is perfect for us to collaborate on our Christmas campaign, ‘every girl’s dream Christmas’. Our Boux Avenue collection is our best yet with lots of key trends for the season reflected across our lingerie and nightwear ranges and who better to hero this collection than Mollie. For us, Mollie simply fits the bill and is a fantastic ambassador for Boux Avenue, being aspirational but relatable. We’re looking forward to unveiling our new Christmas campaign and hope our customers love it as much as we do.”
For the campaign Mollie has picked her favourite pieces from the collection which include the Kayleigh bra which combines a rich red satin with black lace and statement strapping, the high apex unpadded Eliza bra in emerald green with rose gold embroidery, and the Annie body that combines soft pink with grey lace panelling and mesh inserts.
Mollie commented: “I’ve always been a huge fan of Boux Avenue so I was so excited to be asked to work with them on their Christmas campaign! Their lingerie & nightwear is so beautiful I struggled to select the pieces that I liked the best, I love it all!
“I’m so proud of this campaign, Boux Avenue always champion body confidence and it is something that I am passionate about. Women should embrace their shapes and be proud of who they are.”
On the night, a whole host of other celebrities came to support the launch of the campaign including Made in Chelsea’s Binky Felstead, Towie stars Chloe Lewis, Lydia Bright and Megan Mckenna, Capital FM DJ Pandora and Zara Martin who did a DJ set to really get the party started.
A festive selfie mirror topped off a fantastic evening and the Boux Christmas party was a great way to kick-start Christmas!