There is something exciting waiting to happen in the world of lingerie right now. Boux Avenue, the new lingerie chain from Dragons Den Theo Pathitis held their launch party at The Ivy last week, and lucky old me got to be there to take a glimpse at lingeries next best AND BIG thing. Sipping on elderflower cucumber cocktails -like dinner and drinks in one- and some champagne concoctions called 'Twinkles', it was easy to fall in love with the two collections Burlesque Boudoir and Vintage Garden party especially as so many other retailers completely differ to the overall ideas. While M&S has held the mainstream crown for lingerie for so long, I won't be surprised if Boux Avenue knocks it off with the pretty styling from ditsy print slips, lace bras that range in sizes A-G and vintage inspired girdles that can be afforded by the masses. Especially as team Theo plan to open 30 stores this year, with key ones such as Bluewater, Lakeside and the Trafford Centre opening in late March. The brand isn't as kinky as high end counterparts such as Agent Provocateur or Coco De Mer but there is enough detailing in the garments to subtly hint at seductiveness such as frilly knickers and lacy bras. It also doesn't have any of the cheap but cheerful hints of Ann Summers or La Senza, but in a market that is has very little for the modern mainstream working girl this is a welcome entry to the lingerie world as it combines the high street aesthetics of fashion with sizes and a price point that is frankly spot on for a recessionista. The brands sizing also meant I could tuck into the mini burgers and sushi nibbles at The Ivy, with some garments going upto a 20, not only does it cover my derriere, it literally covers most of the market. With a promising online shopping venture to team with the shops, Theo and the brand have also made the most of modern phenomenon Twitter, and there is even a blog on the website, which I love- www.bouxavenue.com/blog It is nice to read and for consumers to glimpse at the way designers create and all of the work that is involved to bring things together. I confess that I forgot to take any photos due to the three Twinkles I drank, but I left with the knowledge that I will soon be able to afford pretty bras and knickers, and a kiss on the cheek from Theo.
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