Are YOU sold on the new Boden?
As the mail-order giant tries to shake off its yummy-mummy image and get trendy...
Boden has long been a wardrobe staple for busy mums, thanks to those ubiquitous Breton tops and smart, sensible wrap dresses.
But now, the brand is trying to overhaul its image, releasing a new, trendier line and opening a flagship store in London’s Sloane Square aimed at a more style-savvy audience.
And there are signs it’s already impressing the fashion pack, with the duchess of Cambridge yesterday wearing a £220 bright coral red Lena coat from the new collection on an official visit to Great ormond Street Hospital. But can the new-look Boden win over some of its most devoted customers? We gave five women, who each have a long history with Boden, a style makeover with clothes from its new range . . . Jessica arora, 35, is a model and fashion blogger who runs notsuchamodelmum.com with fellow model caroline Barton. Married to adam, 37, who owns an events firm, she has three boys, aged seven, five and two. ReLAxed-fit boyfriend jeans with simple flower embroidery, plus a cool, draped pink blouse and leopard-print heels with a scalloped edge — people will find it quite hard to believe the look i’m wearing on the right is from good old reliable, safe Boden.
As a busy mum and blogger, it’s been easy over the years to buy many of my clothes from Boden — the same brand as the children’s. A typical outfit is a Breton striped top, casual chinos and ballet pumps. it’s simple and always looks smart.
the only downside is sometimes people sneer if you say a dress or top is from Boden, as though it’s uncool. it’s fun to surprise them.
So i’m thrilled that the shop has come up with some fabulous new looks. i think the jeans and blouse are an exciting new direction, but they also fit well and feel like the good quality i’ve come to expect from this brand.
As my children get older, i’m looking forward to wearing edgier clothes again. JESSICA WEARS: Fuchsia silk shirt, £98; Jeans, £70; Leopard-print courts, now £66 rosie Wellesley-Wesley, 39, works in fashion events and personal shopping. she lives in london and is married to David, 36, who works in education. They have two boys aged three and six. i ALWAyS thought of Boden as the mumsy older sister to more edgy High Street stores, and it was barely on my radar. But then i had children and started shopping for cute little cords and Breton tops. Soon, my eye was drawn to the women’s collection.
My first purchase was a gold polka- dot t- shirt and i’ve since bought many day-to-day essentials there. My staple Boden look is cropped white trousers paired with colourful ballet flats and a rain coat or duffle — it doesn’t get more classic than that, so i have been very pleasantly surprised by the last few collections.
i’m extremely picky about what i buy and like a touch of edge to otherwise simple designs. now, i can mix up all my grey, navy, black and white basics with a bit of Boden colour — like these trendy
red paperbag-waist trousers with a bow, matched with a simple ruffled blouse — and I love it.
When people ask me where these pieces are from, I will be very happy to tell them. ROSIE WEARS: White broderie top, £70; Red paperbag trousers, £80; Navy suede courts, £98
LOTTIE FORRESTER, 31, is a property developer and mum of three from Bradford on Avon.
NOW I no longer work in an office, many of my Boden outfits have been languishing in the wardrobe because they’re either too smart for day-to- day wear or not chic enough for nights out.
So I jumped at the chance to try the new, more fashionable lines. The clothes weren’t at all what I was expecting. They’re just as colourful as old Boden, but I think they’re much more stylish.
My favourite piece was this silk shirt dress — while it looked awful on the hanger, as soon as I slipped it on it looked amazing.
It’s a style that could easily be dressed up with statement jewellery and colourful heels, or down with tights and flats.
And, despite the new, modern flair, the clothes were all of the same high quality I’ve always associated with the brand. LOTTIE WEARS: Silk print shirt dress, £140; Rose gold metallic loafers, £80; Bucket bag, £130
KATE STEWART, 49, lives in sussex and is a company director. she and husband James, 53, a teacher, have two children aged ten and eight.
I Would buy this Boden dress without a second thought — it’s such a departure from traditional prints and the pleated skirt swirled so flatteringly around my legs.
It’s a relief, in a way, because in recent years, I’ve found it harder and harder to find things I really love at Boden — now, I wear only a few trusty dresses, such as the one I’m wearing on the left.
Throughout my 20s and early 30s as friends got married, Boden was often my go-to for wedding outfits. The range was broad enough that I never saw another guest in the same dress.
But I’d say it went through a ‘mumsy’ period a few years ago.
looking at this dress, though, I really think it’s upped its game — it’s stunning, classy and versatile. KATE WEARS: Gold hoop earrings, £25; Green and navy knit dress, £130; Black suede shoes, £98
CHARLOTTE DUNGER, 32, is an executive assistant from Bristol who has two children.
WHEN you have children, it’s so much easier to buy things all from one place. I choose clothes that are good all-rounders, for example this floaty, polka dot Boden skirt (on the left) is an old favourite. I can add a slouchy jumper at the weekend, or a dressy cardigan if I’m headed to work — with two children to drop off before I even get to the office, I don’t have time to faff around.
The new range definitely feels more fashionable. I tried a denim shirt with flared sleeves, which is quite a different look for me, but I think I’m a convert.
The pencil skirt is not so different from the old Boden, but my absolute favourites are the shoes — they’re comfortable, but stylish. CHARLOTTE WEARS: Shirt, £55; Pencil skirt, £85; Suede shoes, £120