Boux picks its face

Posted: March 1, 2011

Launching this month is Boux Avenue, the hotly awaited new lingerie shopping brand from Dragon’s Den star Theo Pahitis, and the firm has chosen Jacqui Ainsley to be its public face.

Ainsley has previously appeared in TV advertising campaigns for Lynx, Samsung, Sunsilk, Virgin Atlantic and Tia Lusso. She also appeared in the video for Darius Danesh’s song Colourblind and in the opening credits of James Bond film Die Another Day. More intriguingly, the face, body and physical movements of Madison Paige, a character in recent PlayStation 3 game Heavy Rain, were based on Ainsley’s using motion capture technology.

Despite this impressive resume, she is perhaps best known as being the girlfriend of film director Guy Ritchie.

The Boux Avenue launch party took place at The Ivy Club’s Loft Room in January and Ainsley told Vogue magazine: “I am honoured to be the first Boux Girl. I love that day to day, whatever side of your personality you want to show that day, you can wear what you want and there will be lingerie to fit that.”

The first branch of Boux Avenue is scheduled to open this month at the Trafford Centre, Manchester, and a further 30 outlets are planned for 2011.

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