Boux Avenue makes a case for wearing nightwear in public in new campaign

By

Barbara Santamaria

Published
Jul 25, 2018

Boux Avenue has unveiled a new ad campaign dedicated to showcasing the versatility of its sleepwear and ways of styling it as daywear.

The campaign features Australian-born Instagram model and influencer Belle Lucia, who has over 1.3 million followers on the social media network. 

The concept builds on the sleepwear to streetwear trend, encouraging people to wear nightwear whilst on a school run, at a festival or out for drinks.

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In the images, Belle Lucia models new season pieces such as the Patsy Satin Teddy, the Selena Chemise and Erica Lace Body in a house in Highgate London, as Boux Avenue tells shoppers to "discover that nightwear no longer has to be contained to the bedroom".

The campaign was styled by fashion director at You Magazine Shelly Vella, and shot by Elizabeth Gibson. “Shelly really brings her creative vision and attention to every detail to the campaign and Belle fit the look and mood that Boux Avenue envisioned for the campaign perfectly”, said Rebecca Green, marketing & social media manager at Boux.

The brand, which offers lingerie, swimwear and nightwear online and in 29 stores nationwide, has launched a Belle Lucia edit with pieces from the collection, now available to buy online.