Theo Paphitis with dancers at Boux Avenue launch

Following the successful sale of La Senza in 2006, Dragons' Den star Theo Paphitis has continued down the lingerie path, launching new brand Boux Avenue this weekend.

Now here at Catwalk Queen there are two things that interest us the most, fashion obviously, and a good party, so when the aforementioned are combined you're on to a winner.

The glitzy launch party, held at my favourite London venue, Sketch, certainly made for a night to remember. With models walking around in their underwear, dancers dangling from the ceiling, champagne flowing and afternoon tea with a twist, what more could we ask for?

As the guests were herded into the Gallery, we found a stage in the centre of the room. Dancers performed a burlesque routine with many costume changes showing off the gorgeous new collections. Aside from Theo, the star of the show was a stunning bra completely covered in Swarovski Crystals - I've already added my name to the waiting list.


Click on the image below to see the picture gallery from the launch party.

Boux Avenue stores are opening all week this week. To find your nearest store take a look at the list after the jump. If there isn't one nearby, check out the new website right here.

Boux Avenue store opening dates:

Buchanan Galleries - 1st April

Trafford Centre - 2nd April

Meadowhall - 2nd April

Bluewater - 3rd April

St David's Centre - 6th April

Lakeside - 8th April