Boux Avenue
Boux Avenue
A back-to-work lingerie edit, designed as a twenty-page newspaper
Project Overview
Boux Avenue is a British lingerie and sleepwear brand with stores across the UK and a strong online business. For autumn 2023 it had a Back to Work collection, a studio shoot and four interviews with women who run companies, agencies and labs. It did not yet have a format to put them in.
We proposed the newspaper, planned it, art directed it, edited the pictures and the copy with the writer, and took it to print.
Challenges & Objectives
A lingerie catalogue sells product and gets thrown away. Boux Avenue wanted something you keep: the collection next to a conversation about careers, so the lingerie reads as part of a working woman’s week, not a shoot.
Twenty pages, one model, one grey studio, five colourways. It had to feel like a fashion title, not a mailer, and be on the shop counter for the launch of the edit.
Boux Avenue
A back-to-work lingerie edit, designed as a twenty-page newspaper
Project Overview
Boux Avenue is a British lingerie and sleepwear brand with stores across the UK and a strong online business. For autumn 2023 it had a Back to Work collection, a studio shoot and four interviews with women who run companies, agencies and labs. It did not yet have a format to put them in.
We proposed the newspaper, planned it, art directed it, edited the pictures and the copy with the writer, and took it to print.
Challenges & Objectives
A lingerie catalogue sells product and gets thrown away. Boux Avenue wanted something you keep: the collection next to a conversation about careers, so the lingerie reads as part of a working woman’s week, not a shoot.
Twenty pages, one model, one grey studio, five colourways. It had to feel like a fashion title, not a mailer, and be on the shop counter for the launch of the edit.
Client
Boux Avenue
Industry
Fashion & Lingerie
Services
Editorial Design
Art Direction
Print Production
Timeline
8 weeks
Year
Client
Boux Avenue
Industry
Fashion & Lingerie
Services
Editorial Design
Art Direction
Print Production
Timeline
8 weeks
Year

A Newspaper, Not a Brochure
The brief came with the content, not the format. We showed two routes: a stitched lookbook, and a tabloid newspaper. The newspaper won. It gives four long interviews the room they need, it costs less per page, and it is the one people leave on a desk.
The Flatplan
Twenty pages planned on one sheet before a page was designed. Cover, opener, then a rhythm: fashion, interview, fashion, interview, four times over, and the brand on the back. Every colourway gets its own spread. Every woman gets her own page, facing the collection.
Concept
Concept
A Newspaper, Not a Brochure
The brief came with the content, not the format. We showed two routes: a stitched lookbook, and a tabloid newspaper. The newspaper won. It gives four long interviews the room they need, it costs less per page, and it is the one people leave on a desk.
The Flatplan
Twenty pages planned on one sheet before a page was designed. Cover, opener, then a rhythm: fashion, interview, fashion, interview, four times over, and the brand on the back. Every colourway gets its own spread. Every woman gets her own page, facing the collection.
Concept


Image Selection
The shoot gave us hundreds of frames of one model in one studio. We edited them down to the ones that made the issue: one close-up per colourway, one strip of three looks, the full-length shots for the covers. Cropping did the rest. Tight on the lace, loose on the tailoring.
Luxury in Grey
One grey backdrop, no props until the back cover. The restraint is what makes it feel expensive: the lace is the only colour on the page, the type is small, the margins are wide. The folio runs in a hairline serif on every page. Fashion titles do this. Mailers do not.
Art Direction
Art Direction
Image Selection
The shoot gave us hundreds of frames of one model in one studio. We edited them down to the ones that made the issue: one close-up per colourway, one strip of three looks, the full-length shots for the covers. Cropping did the rest. Tight on the lace, loose on the tailoring.
Luxury in Grey
One grey backdrop, no props until the back cover. The restraint is what makes it feel expensive: the lace is the only colour on the page, the type is small, the margins are wide. The folio runs in a hairline serif on every page. Fashion titles do this. Mailers do not.
Art Direction


Working with the Copywriter
The interviews came in long. We worked through each one with the writer: a standfirst that says who she is in two lines, the questions cut to the ones that carry, and one answer chosen as the pull quote. The edit and the layout were done together, so no page carries text it does not need.
One Template, Four Women
Every interview opens the same way: a portrait top left, the name as the headline, the standfirst in bold, then the questions in three columns and the pull quote set large in italic. The reader learns the pattern on page five. Opposite each interview, the collection takes the full page.
Interviews
Interviews
Working with the Copywriter
The interviews came in long. We worked through each one with the writer: a standfirst that says who she is in two lines, the questions cut to the ones that carry, and one answer chosen as the pull quote. The edit and the layout were done together, so no page carries text it does not need.
One Template, Four Women
Every interview opens the same way: a portrait top left, the name as the headline, the standfirst in bold, then the questions in three columns and the pull quote set large in italic. The reader learns the pattern on page five. Opposite each interview, the collection takes the full page.
Interviews


Paper and Format
We chose the format, the stock and the finish with the printer. A tabloid that folds into a tote bag. A paper with enough weight to carry a full-bleed photograph without showing through, and an uncoated surface so the grey reads matte, like the studio wall.
Print-Ready Files
Full-bleed spreads were checked across the gutter at size, the five reds, blues and teals matched to the lingerie, and the QR codes on the covers tested before plates. Proofs signed off, files delivered, print run on the counter for the launch.
Paper and Format
We chose the format, the stock and the finish with the printer. A tabloid that folds into a tote bag. A paper with enough weight to carry a full-bleed photograph without showing through, and an uncoated surface so the grey reads matte, like the studio wall.
Print-Ready Files
Full-bleed spreads were checked across the gutter at size, the five reds, blues and teals matched to the lingerie, and the QR codes on the covers tested before plates. Proofs signed off, files delivered, print run on the counter for the launch.


Cover to Back Cover
Twenty pages in order. The cover opens on the shoot’s one prop, a photocopier; the back cover closes on a desk. In between, four interviews and five colourways, one spread each.
What Never Changes
The masthead serif in the folio. The brand sans in the headlines. The pull quote in italic. The grey. From page to page only the colour of the lace and the woman being interviewed change.
The Issue
Cover to Back Cover
Twenty pages in order. The cover opens on the shoot’s one prop, a photocopier; the back cover closes on a desk. In between, four interviews and five colourways, one spread each.
What Never Changes
The masthead serif in the folio. The brand sans in the headlines. The pull quote in italic. The grey. From page to page only the colour of the lace and the woman being interviewed change.
The Issue




Deliverables
Format proposal and flatplan
Editorial design: 20 pages, cover to back cover
Fashion art direction and image selection
Copy editing with the writer: standfirsts, cuts, pull quotes
Paper, format and finish with the printer
Print-ready files and proofs
Outcome
The Avenue went out with the Back to Work edit in autumn 2023. Twenty pages, four interviews, five colourways, one template. It reads like a fashion title and sells like a catalogue.
Deliverables
Format proposal and flatplan
Editorial design: 20 pages, cover to back cover
Fashion art direction and image selection
Copy editing with the writer: standfirsts, cuts, pull quotes
Paper, format and finish with the printer
Print-ready files and proofs
Outcome
The Avenue went out with the Back to Work edit in autumn 2023. Twenty pages, four interviews, five colourways, one template. It reads like a fashion title and sells like a catalogue.
Key results
20
pages, cover to back cover
4
interviews, one template
5
colourways, one spread each
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