Boux Avenue Shifts Traditional Beauty Standards

Brand ambassador Malin Andersson recounts her own past experiences with body dysmorphia, a topic many people struggle with today. “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.”

Now, Andersson and Zara McDermott, an iconic Love Island contestant, have teamed up as brand ambassadors for Boux Avenue, a cutting-edge, empowering lingerie brand centered around encouraging every woman to embrace their own unique style and shape.

Boux Avenue, launched in April 2011, has lingerie, sleepwear, and swimwear lines, all consisting of beautiful, intricate pieces carefully crafted with attention to quality and detail. The brand offers an extensive size range from 6-18 and cup sizes available in 28-44, A-G, ensuring women of every shape and size can feel sexy in their designs. The luxury brand has 30 locations across the UK, equipped with lighted fitting rooms, a bra-fitting service, and employees trained under a City & Guilds-accredited program, all to ensure customers walk away with the perfect fit.

The unretouched lingerie campaign, titled “Your Shape, Your Style,” champions confidence and individuality. With bold, colorful fabrics woven into intricate designs and patterns, the line demands to be seen. Fronted by brand ambassadors Andersson and McDermott, alongside models and fashion influencers, Ama Peters and Kaz Kamwi, each ambassador wears pieces from Boux Avenue’s new season collection that correlate with their striking personalities, with the unretouched imagery celebrating body confidence and staying true to themselves. Malin comments on the brand’s shift from traditional beauty standards, stating “I’m so glad to be working with Boux Avenue - a brand that represents women of all shapes and sizes. I stand tall and bold with their colorful new collection and ask you all to LOVE the body you are in.”