Boux Avenue Headed In A New Direction This SS17

May 25, 2017 written by
boux avenue ss17


The founder of Boux Avenue will discuss new store openings in the next financial year. The event will

see the launch of the retailer's SS17 campaign, which promises to “inspire” and “empower” women

through the movement of dance.

Boux Avenue's latest campaign shot by a new creative team in LA, juxta poses a mix of both

aspirational and urban settings with elegant ballet and contemporary street dance.

The mix of styles provides an interesting edge and dimension that hasn't previously been associated

with the brand.

The underlying message behind the campaign '#impressyourself' encourages women to feel

empowered, confident in their own skin and proud of who they are.

Models can be seen dancing through the streets of LA, on rooftops, and other interesting locations

wearing the brands new summer range which encapsulates all the key trends for the season.

Boux Avenue has engaged with creative agency Alpha Century to help deliver the new campaign,

with a change in creative direction.

The crew included award winning producer Jason Lehel who has previously worked with U2 and

Guns N Roses, choreographer Lisa Eaton who has previously worked with the likes of Katy Perry and

Justin Timberlake, and photographer Kate Martin who regularly shoots for Vanity Fair, Grazia and


The campaign also features Roberta Mancini, who is a professional skydiver, extreme athlete and

model who has also been commissioned previously by Roberto Cavalli to base jump in a dress and


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