Boux Avenue unveils first unretouched lingerie campaign

By

Sandra Halliday

Published
Jul 9, 2020

Body positive campaigns have become a major feature of the intimates category in recent years and this week Boux Avenue said it has launched its first unretouched lingerie campaign.

“Size inclusivity means celebrating bodies of all different shapes and sizes, both in our campaigns and the styles and sizes available to shop,” it said.

Its new SS20 campaign therefore continues to focus on its Your Shape, Your Style approach, “encouraging every woman to embrace their own unique style and shape”.  

The new campaign features well-known names including Malin Andersson and Zara McDermott, who are its brand ambassadors, alongside models and fashion influencers Ama Peters and Kaz Kamwi. 

Each wears lingerie styles from Boux Avenue's new season collection “with the unretouched imagery celebrating their individuality and staying true to themselves”.

While unretouched images are far from the norm in lingerie advertising today, they do make up a sizeable portion of the imagery that’s released these days. 

It’s a complete turnaround from not that many years ago when brands almost universally used ultra-slim models and retouched the images heavily. They would adjust skin tones and slim down already-slim thighs, for instance, to create results that were widely seen as unrealistic and helping to reinforce negative body image issues among women of all ages.