A signifier of quality and champion of timeless staple, Boden has always been a Red favourite. However, for autumn/winter 2022 the brand is reinventing the wheel: freshening up its designs to capture a younger market and throwing in a graphic new logo to boot.
This development comes in honour of Boden’s 30 year anniversary. The high street label, beloved for its classic womenswear and kidswear, has been going strong since 1991. One of the first to forgo physical stores long before e-tailers such as Asos launched, it started as a catalogue brand before pivoting online.
Boden is one of the select few high street store still using natural fibres and cutting clothing properly – not scrimping on fabric or shrinking sizing. Which is why we are thrilled to hear the brand is aiming to expand its target market to include younger women alongside its loyal clientele.
Its elegant new campaign is more than proof. A mixture of laid-back '60s glamour with contemporary country vibes, this season's images are inspiring our new autumn wardrobe. Think wide-leg wool trousers and retro knits, prairie dresses layered with on-trend vests and LOTS of "grammable" trousers suits (that will serve you both night and day, we hasten to add).
We are loving the graphic new logo, too. After 30 year of the same cursive typeface Boden is back in boxy green letters to match its new directional designs
If you’re an OG Boden fan fear not, the brand will still be serving up its signatures like Breton tops, tailored trenches and Fair Isle jumpers. But if you once dismissed Boden as too twee, you'll be pleasantly surprised at its new look. In fact, we reckon you'll be adding the brand's website to your bookmarks bar really soon...
Our favourites in the collection? The houndstooth shorts, designer-inspired embellished cardigan and the hot-pink cord blazer. We've rounded up the best bits below so you don't have to spend ages scrolling through new ins (you're welcome).
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