At last, you can wear Boden and not look mumsy
THis week, i admired a friend’s leopard slippers and was surprised when she told me they were from Boden. she normally wears designer shoes — Chanel pumps being her favourite — and revealed that she’d been on the hunt for the perfect combination of flat and stylish for some time before the Rosie design (£98, boden.
co.uk), caught her eye and she ‘couldn’t resist splurging’.
she noted that Boden’s other offerings had rather impressed her, too.
And she’s right — this season’s collection signals a major shift for the brand often dismissed by the fashion pack for being ‘boring and mumsy’.
Those ‘mum jeans’ have been swapped for denim that’s cropped, frayed and featuring this season’s side stripe, the cosy cashmere cardigans ditched for a perfectly cropped biker jacket in great- quality leather (my favourite piece in the range).
With other fast- growing catalogues such as Baukjen, Hush and Me+Em cornering a more stylish market, Boden is clearly nipping at their heels with this range that’s sharper and has a distinctly New York twist — less Home Counties frump and much more uptown girl.
But the brand isn’t stopping at mail order — this year, it has also opened Central London shops in sloane square and Westfield White City — and there are even more in the pipeline. so, what are the other best buys from the new collection? Check out the wrap coats in tweed and tomato red. i also love the velvet trouser suit that’s much more wearable than some of the more expensive catwalk styles around. Even the ubiquitous shirt dress has a slimming skirt in a denim blue with simple stitching detail — it’ll be a lot less frumpy than a floral print. if you’re looking for basics, they’re all still here, but have moved on a notch. Last season’s printed silk shirt now has a ruffle, a pintuck or a pussy-bow. Fit and lengths have been given special attention, and cropped culottes and slimleg tapered trousers replace boot cuts and high waists that don’t do your bottom any favours. Don’t overlook accessories, either — the embroidered Broadgate bag has a vintage feel. These are wearable trends that aren’t too safe. As the brand’s tagline this season says: ‘Dare to Wear Bold New styles That You’d Usually save For Best’. After all, challenging your style is the golden rule to never getting into a fashion rut — advice that works as well for brands as it does for us, it seems.
Styling: CAMILLA RIDLEY-DAY Pictures: L&R Hair and make-up: BETHANY RICH using MAC