Lingerie brand Boux Avenue celebrates its first birthday this Sunday 1st April. Launched by Dragons' Den entrepreneur Theo Paphitis (a man who knows a thing or two about smalls – he previously owned La Senza), it offers good quality underwear at affordable prices.
As part of its birthday celebrations, Boux Avenue set me a blogger style challenge: to incorporate its underwear into my day-to-day wardrobe. Easy. We all need bras and knickers, don't we? The tricky part? Shooting it without going X-rated!
Luckily, when I spotted the Romy lace plunge bra (below) from Boux Avenue's spring/summer collection, I knew exactly how I'd like to style it – its vivid coral colour looks great under a sheer white tee and works this season's neon brights trend in one cool hit.
I love how luxe it looks and feels. Working one of this season's hottest shades, note the pretty lace, the stitched satin trim and the ruched silky straps. All for £28. There's matching knickers (£14) and thongs (£12) should you so desire. And it comes in cream, too.
But don't just go with my top pick, check out the website or visit your nearest shop to see for yourself. You'll find Boux Avenue at Bluewater in Kent, Lakeside in Essex, Birmingham, Cardiff, Manchester, Sheffield, Glasgow, Gateshead and Guildford. Plus, a London flagship store and Norwich branch open next month.
With gorgeous underwear that ranges from romantic to seductive, and nostalgic to contemporary, there's a style to suit your every mood. There's nightwear, swimwear and accessories, too. And, right now, there's sale bargains to be snapped up as well.
Let me know what you think of this new lingerie label. Oh, and check back soon as I've got a Boux Avenue treat for you!
Details of my outfit:
Boux Avenue bra, £28
Gap T-shirt, £9.99 in the sale, reduced from £16.95
Uniqlo boyfriend fit chinos, £14.99 in the sale, reduced from £29.90
Pierre Hardy for Gap sandals
Orelia Martha horseshoe necklace
ASOS button necklace