MMM: Swooning over Boden’s press day

Boden has long been a go-to site for the kids (so cute), but for a long time it hasn’t been a destination for fashionistas – unless you loved a floral frock.

But in the past few seasons the brand has massively upped its game. The new ad campaigns are cool, fun, vibrant and quirky enough to please core customers and new ones alike.

And last week I went to their AW13 press day.

There were some stand-out pieces, including amazing Nordic inspired knits, polka dot jumpers (very J Crew) and some gorgeous collared dresses.

But it was the art direction of the show that really wowed me. Taking over several rooms in London’s Somerset House, the event was a visual feast – and gave me loads of ideas.

Boden say their creative visionaries are Amanda, Sam and Justine – ladies, you did them proud.

Here’s a flavour of what I saw at the event.

(PS And if Boden want to off-load any of the eBay sourced and reupholstered furniture afterwards, please call me!)

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• boden aw13

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