Boux Introduces: Zoe Price-Smith

Zoe Price-Smith was appointed as Brand and Product Design Director at Boux Avenue in February 2019, bringing over 20 years of design experience to the role as well as a fresh, new approach and handwriting to the brand. Since studying fashion at Surrey Institute of Art & Design in Epsom to running a successful all-female design team; here she shares some of her top tips on styling lingerie as outerwear, her advice for aspiring designers, future plans for the brand and more!

How did you get to where you are today?

I joined Boux Avenue from leading European lingerie retailer, Hunkemoller, where I was Global Design Director for seven years; leading a team of fifteen international specialist designers, providing creative direction for the brand and working on many exciting projects, including exclusive product collaborations and high-end level fashion shows.

What would you say are the most exciting elements of working in the fashion industry?

Firstly, having creative freedom to design affordable-luxury, quality product for the Boux Avenue woman and secondly the fact that every day is different in this fast-paced, ever-changing industry.

Where did you draw your inspiration from your upcoming capsule collection ‘Bouxtique by Boux Avenue’

Inspiration for Bouxtique was Paris with an added sensual feel, encouraging customers to embrace their feminine power and own their confidence. Elegance is key to the Bouxtique by Boux Avenue collection so we took inspiration from traditional corsetry techniques with boning, buck fastenings, back lace detailing and luxurious satin ties. The chic, sophistication of a Parisian woman is renowned all over the world, oozing confidence in timeless yet on-trend pieces (I think secretly we all want to be that little bit more french!). Designed with this in mind, we hand-picked delicate laces and elegant fabrications to create unique lingerie, perfect for our customer who is looking for traditional quality, with a modern twist; because confidence is timeless.

What advice would you give to someone wanting to carve their career in lingerie or fashion design?

Gain as much experience as possible, ask questions, and keep up to date with what’s going on within the industry through exhibitions, catwalk shows, print and online media. Get used to being able to adapt in an ever changing field.

What’s your favourite Boux Avenue design at the moment?

Our current best-seller is the Odette longline bra - there really is nothing like it on the high street at the moment! Available up to a G cup, the bra has statement strapping, geometric lace and a longline fit; making it a great fit but also perfect to style as ‘worn to be seen’ with a crisp white shirt or oversized blazer. Our customers love the jewel-tone hues available in this style, so we are carrying this colour palette throughout our AW19 collection.

What lingerie drawer must-haves should every woman own?

An everyday set such as our bestselling Jenna Lace plunge t-shirt bra and briefs. A luxe set, for special occasions such as the Odette deco longline bra set which is available in a range of beautiful hues, and a soft, underwire free Lounge bra set for comfy nights in.

Any tips on styling lingerie as outerwear?

When wearing our lingerie as outerwear, let the product do the talking and pair with toned down separates; and as with anything, wear it with confidence!

What do you love most about working at Boux Avenue?

I love that no two days are the same. As the brand and product director my days can vary from product sign-offs for new collections with the buying and design teams, to campaign shoots in Paris or Ibiza! Also working with a talented team of people from different departments as well as an all female design team of young, passionate creatives.

Talk about the new design direction you're hoping to take the brand in

We aim to continue designing product with HER in mind, as we know that comfort & fit are just as important as on-trend, gorgeous designs, to make her feel confident whatever her shape or style. We feel it’s time to elevate to the next level as a design-led brand, amplifying a consistent commitment to our customers with empowering messaging and a revised product strategy, that includes an exciting AW19 capsule collection launch.