The high street lingerie brand campaign features former TOWIE star Sam Faiers as The Fairy Godmother, Eastenders star Jacqueline Jossa taking on the role of The Queen, Made in Chelsea’s Louise Thompson playing The Best Friend, and Instagram star and model Emily Shak as The Enchantress.

The Christmas campaign will have a greater digital and out-of-home advertising focus.

The campaign shows the women modelling the latest Boux Avenue collections from both the lingerie and nightwear categories. Boux Avenue has also launched a collection of Christmas lingerie.

Alex Paphitis, chief operating officer: “Christmas is a magical time for us and we really wanted that message to come across in the campaign this year.

“We hand-selected each of our leading ladies not only for their sparkling personalities, but because they represent the different magical characters that our customers emulate in the exciting run up to Christmas.

“Whether that’s the person buying all the gifts for the children, or those busy parents taking a step back to relax and treat themselves to a gift, we are sure that at Boux Avenue you will find that perfect Christmas present for each and every one of your very own star-studded cast.”