Pour Moi teams up with Spice Girls’ Mel B

Mel B, also known as Melanie Brown or Scary Spice, hand-picked a range of products across the business’s lingerie, swim and beachwear for the campaign, which aims to boost confidence within consumers.

Products included in the line-up were the Paradiso, an underwired front tie bikini top; the Cali, an underwired ribbed texture bikini top and the Casablanca swimwear line, which includes swimsuits and scarf tops. Prices range from £16 to £49.40.

Mel B joined forces with her daughter Phoenix Brown and mother Andrea Brown for the campaign and agreed to no airbrushing in all imagery.

Michael Thomson, CEO and founder of Pour Moi, said: “We believe that everybody should feel confident and empowered to be unapologetically themselves. That’s why we couldn’t resist sharing this journey with Mel B.

“Charismatic, confident and a true inspiration to many women, Mel B embodies everything our Own Your Confidence campaign stands for. It was a no brainer to have her, and her family help us spread the feel your fabulous vibes.”

Mel B added: “I love that Pour Moi’s philosophy is about feeling fabulous, feeling confident and celebrating women of all shapes, sizes and ages. It’s about being real, not being edited and not taking ourselves too seriously.”

Earlier this month Drapers exclusively revealed that Pour Moi has plans to open 10 new stores over the next year, with the first to open in Leeds.