Boux Avenue launches body positive Xmas campaign, sees surging loungewear interest

By

Sandra Halliday

Published
Nov 4, 2020

Boux Avenue is looking to make the most of the lockdown with the company’s recently-launched loungewear collection helping it as searches for such products surge.

England is about to go into a four-week circuit-breaker lockdown and Boux said that the announcement of a return to extreme coronavirus restrictions has driven interest in relaxed clothes to wear at home.

It said searches for loungewear in general have risen 420%, while overside hoodies searches are up 190%. Meanwhile, interest in pyjamas has risen 119%, in dressing gowns 110% and in slippers 102%.

Those figures reflect what also happened earlier in the year when the spring lockdown saw consumers moving towards much more relaxed clothing to wear indoors. 

The surge in loungewear also led a number of companies to launch specific loungewear collections and Boux Avenue was one of them.

Meanwhile, the company has also launched its Christmas ad campaign early this year with the new marketing drive continuing on from its Empowering Every Curve concept. The new Loving You For You campaign showcases the same products on different body shapes “to highlight how different we all are, but how fabulous we all are”.

It reflects the general trends around body positivity that have been seen in recent years but that have accelerated this year as brand communications have grown more inclusive and positive in the light of the pandemic.

The campaign is inspired by the viral Style Not Size TikTok challenge that promotes embracing different body shapes and features Olivia Bowen alongside Love Islanders Harley Brash and Yewande Biala, and fashion influencer Bella Michelle.