Today I’m really pleased to be bringing you a bumper Boden edit – Autumn 2019. Longstanding readers will know that I’ve been trying to open a dialogue with Boden for years. As you’ve seen, since spring we’ve been getting to know each other by doing a small monthly edit – and during that time, from your feedback and comments they’ve learned a bit more about you too. For this post I’ve had a chance to go right through their current collection so that I can show you my favourite pieces; some you’ll have spotted, some you may not have but it means I can give you an idea of how they look on a midlife size 12.
I think it’s clear that quite a few of us feel a particularly strong connection with Boden, after all, we were their founding customers. A lot of us were establishing our careers in the 90s and then having children in the noughties. We dressed not only ourselves in Boden but our children too because they made it easy for us to look stylish at a time in our lives when it really wasn’t easy at all. But then they seemed to look away from us, expanding into new territories, targeting younger age groups and suddenly we didn’t see ourselves reflected there any more.
I’ve said lots of times that when I started blogging, my dressing room was about 85% Boden but by last year that had dwindled to about 5%. Other brands have been quicker to court the attention of the time poor, cash rich (or at least slightly richer) midlifer over the last few years and so as Boden turned to look in one direction, we were drawn to another. However I like to think of us as the sort of sassy, sophisticated women who can get over things like that and so now that Boden are building a conversation with us, I hope you’ll pick it up.