Friday, 1 April 2011

Boux Avenue launch extravaganza

Today sees the launch of something very exciting: a brand new UK retailer! I know we get lots of established international brands launching in the UK or young high fashion designers launching their careers, but it's very rare for an entire UK-based brand to launch into the saturated high street market so I think we all ought to pay a bit of attention! Theo Paphitis has been working on a new 'adorable and affordable' lingerie company for a while now, I wrote a post about Boux Avenue last month when I received some very promising preview images.
A couple of days ago I was fortunate enough to be invited to the superstar launch, which was by far the best blogging event I've been to. Held at Sketch on Conduit St, Boux Avenue hired out the entire super cool venue to host the decadent launch. The atmosphere was buzzing with excitement with gorgeous Boux Avenue clad models swishing around and entertainment in the form of palm readers, jugglers and butlers.

Different rooms within the venue showcased different collections. The Parlour was the ideal setting to check out the Garden Party collection whilst sipping on champagne and nibble on some delicious cakes. Everything from the charming string quartet to the delectable macaroons set the tone for the pretty, vintage-inspired collection. 

As the name suggests, the Burlesque Boudoir collection is sexier and naughtier. The old school glamour of the speakeasy setting really set off the gorgeously seductive collection. I love the entire outfit on the left. Aren't the models beautiful?? 

Just before the amazing performance kicked off, Tor and I got to meet Theo Paphitis. I'm not going to lie, I was a little over excited! 

The highlight of the evening was the spectacular main performance. My words can't coherently describe how mindblowingly good it was so here are some words: burlesque ballet, jaw dropping, feathers, glitter, sparkles, seductive, crystals, extravaganza. 

The website launched earlier on today so you can shop these looks now! The following stores are opening in the next week or so and I'm sure there will be more to follow. 

Manchester Trafford Centre
Sheffield Meadowhall
Kent Bluewater
Essex Lakeside
Cardiff St David's Centre
Glasgow Buchanan Galleries
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