Last week we went, once again, to one of Boux Avenue’s legendary pool parties at the Haymarket Hotel in central London, this time to see the launch of their SS16 collection and to celebrate Boux Avenue’s 5th birthday.

The evening was hosted by Boux Avenue founder Theo Paphitis, of Dragon’s Den fame, who gave a short speech, showed a video of Boux Avenue’s 5-year history and introduced the latest TV advertising spot to a host of glamorous guests from the world of fashion and media. Prosecco and cocktails flowed all evening, canapés were served and DJs Charlotte de Carle and Lilah Parsons were on hand to provide the music. It was also a chance to see the SS16 swimwear modelled by the synchronized swimming team Aquabatix, who performed in the hotel’s pool.

Boux Avenue’s SS16 collection of lingerie, swimwear and nightwear was on show, with new textures, innovative prints and strikingly unique colour combinations. As always, it represents the Boux Avenue style: fun and flirty with a touch of glamour.

Vibrant, eye-catching prints are a key focus for swimwear this season with inspiration taken from all things sun, sea and surf, like the new tropical sunset and palm tree print bikini or the ‘Mermaid’ sequin style. Other new swimwear includes leopard print in contrasting pink and turquoise and fun and fruity pineapple and watermelon patterns. Chic classics including paisley, stripe, floral and gingham come in an array of colours and unique textures.

The key theme of lingerie remains Vintage, reinvented with beautiful balconette, bandeau and plunge shapes in pastel shades like pinks and silvers with splashes of cobalts and teals, with extra little details like lace overlays, sheer mesh panels and scallop trims.

Launched in April 2011, Boux Avenue has made beautiful lingerie accessible to every woman with sizes ranging from a 28 – 38, A – G and from 6 to 18, from everyday bras to seductive lingerie, nightwear and bridal to swimwear.

Boux Avenue pride themselves in providing exceptional customer service, both online and in their shops. In store women are offered a free concierge service with complimentary expert bra fittings that make shopping a pleasurable and personal experience. To complete the ultimate lingerie shopping package, Boux Avenue also offer a free gift-wrap service with every purchase.

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