Perrin will be responsible for the brand's strategic direction as it increases its UK presence and eyes international expansion.
The retailer opened its seventh store on Friday (23 September) in Newcastle.
In her previous role at French Connection, Perrin was responsible for ‘The Man/The Woman’ campaign created by ad agency Fallon.
Since then, the French Connection account has been moved to start-up agency 101, which was founded by Richard Flintham, the former Fallon executive creative director responsible for ‘The Man/The Woman’ campaign.
Boux Avenue was launched in the spring and is named after a waitress Paphitis met while holidaying in France with his family.