I never thought I’d say that but I love Boden’s summer 2013 collection! For everyone who doesn’t know what Boden is: It’s a clothing mail order company, supposedly aimed Middle England’s “Yummy Mummies”. Last year, the company faced a backlash from it’s loyal customers after chosing Danish Top Model Helena Christensen to model their autumn winter range. Helena is an “Unattainable clothes whore” and doesn’t reflect Boden’s customer base was the main complaint.
I think it has done Boden the world of good for polishing their image. And now they have come up with a trendy collection in the spirit of the Mad Men fashion, chanelling feminine, wearable, trendy summer clothes, photographed against the gorgeous backdrop of Positano at the Amalfi coast.
Here’s a selection of my favourite outfits from Boden.
A LWD, Little White Dress, is a must in every girls summer wardrobe. This jaquard dress with a structured skirt screams 50s chic.
The Boden Model is wearing Brigitte Bardot’s signature look: Big hair, head band and the classic stripey Breton shirt.
Like a strawberry gelato: Pink broderie anglaise pencil skirt and relaxed pink shirt.
The dark sand and the gelato coloured houses clinging onto the cliffs off the coast are the famous characteristics of La Citta Romantica. My leopard leather tiered handbag is from the town of Amalfi at the Amalfi coast.