Nov 9, 2018
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Intimate apparel brands turn up the heat with celebrity links this Christmas

Nov 9, 2018

As Victoria’s Secret prepares to broadcast its annual high-profile fashion show on 2 December, European intimate apparel brands Boux Avenue and Calzedonia splurge on all-star festive campaigns.

Boux Avenue's Christmas campaign features Sam Faiers,Jacqueline Jossa,Louise Thompson and Emily Shak - Boux Avenue

British high street brand Boux Avenue said this year’s Christmas campaign is its biggest yet, with greater digital focus. Taking the brand on a new direction with pink backgrounds and sweet poses, the campaign is fronted by a cast of four British personalities, including Mummy Diaries and former Towie star Sam Faiers, Eastenders star Jacqueline Jossa, Made in Chelsea’s Louise Thompson and Instagram Star and model Emily Shak.

Each cast member represents a Christmas character, such as The Fairy Godmother, The Queen, The Best Friend and The Enchantress, in a playful narrative that aims to “celebrate the everyday leading lady”.

“Christmas is a magical time for us and we really wanted that message to come across in the campaign this year. We hand selected each of our leading ladies not only for their sparkling personalities, but because they represent the different magical characters that our customers emulate in the exciting run up to Christmas,” said Alex Paphitis, chief operating officer.


A British supermodel and actress also fronts the Autumn/Winter campaign of Italian hosiery brand Calzedonia. Shot by photographer Dennis Leupold, the campaign sees Jourdan Dunn pose confidently in a selection of the brand’s latest styles.

The Calzedonia campaign launches in-store and online this Friday.

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