Size inclusivity means celebrating bodies of all different shapes and sizes, both inBoux Avenue’s campaigns and the styles and sizes available to shop.

Part of their new SS20 campaign, which features names including Malin Andersson and Zara McDermott, Boux Avenue launches its first unretouched lingerie campaign, continuing to celebrate its ‘Your Shape, Your Style’ campaign, encouraging every woman to embrace their own unique style and shape.

Celebrating diversity and confidence, the campaign is fronted by brand ambassadors, Malin Andersson and Zara McDermott, alongside models and fashion influencers, Ama Peters and Kaz Kamwi.

Each wears lingerie styles from Boux Avenue’s new season collection to match their bold personalities, with the unretouched imagery celebrating their individuality and staying true to themselves. 

Malin comments: “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… I’m so glad to be working with Boux Avenue – a brand that represents women of all shapes and sizes.” 

“I share with you my unedited shoot post lock down, perhaps not eating the best or working out that much – but I present to you ME. I stand tall and bold with their colourful new collection and ask you all to LOVE the body you are in.”

Available in sizes 30-44, B-G cup, Boux Avenue’s new season lingerie is available now.

Source: Boux Avenue