Sep 16, 2020
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Boux Avenue, Kappahl focus on all shapes and sizes for new campaigns

Sep 16, 2020

Body positivity is the key phrase for AW20 campaigns and two have just been unveiled that highlight this approach. UK-based lingerie specialist Boux Avenue is continuing its Your Shape, Your Style message with a new campaign for autumn, called Empowering Every Curve

Boux Avenue

The “bold and inclusive campaign brings a fresh look at femininity”, we’re told, and features Anna Vakili and Malin Andersson, as well as fashion influencers Dionne Crowe, Kaz Kamwi, Nimi Blackwell, India Ward and Laura Budryte. 

All imagery aims to “showcase their natural beauty with all their 'flaws' on show to see, unfiltered, a realistic body image”.

Meanwhile, Sweden’s KappAhl is highlighting the theme Confidence for Every Body in a campaign “that gives a boost to women and their everyday lives”.


“Many of us are women ourselves, and we know how our different bodies and experiences shape our everyday lives,” said Lena Forsaeus, marketing manager at KappAhl. “Women, and everyone for that matter, should be able to be themselves and feel comfortable in their own body. At KappAhl, we want to dress our customers in self-confidence – Confidence for Every Body is a fundamental part of KappAhl’s DNA.”

The campaign philosophy about confidence also extends into the shopping process with the company saying that based on customer requests, it has also created its own personal shopping service, where all members can get professional help with things like finding the perfect trousers.

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