Justine is notoriously hard to track down but the bright lights of the Boden blog were far too alluring to avoid for long. Plus, we promised her cake…
Tell us a little bit about what you do:
I work across both womenswear design on the product and very much on the image in catalogue production, so I’m very involved in the photography, the styling, the choosing of the models, where our shoots are shot and every single detail about our image and what’s portrayed for Boden.
How long have you worked for Boden?
That’s an interesting question, because I was here at Boden in the early days, about 10 years ago, maybe even a little bit longer when it was a very small company. Then I defected after about 3 and a half years to L K Bennett, staying there for about 6 and a half years before I returned. A little bit of my heart had stayed at Boden!
What’s the thing you enjoy most about working for Boden?
The people. Everybody is so friendly here. Also, in my job I get to meet a lot of people in all sorts of departments which is great as I’m always hearing interesting things about the shoots, the products – I’m learning all the time.
Where do you draw your inspiration?
With our product I’m often drawing inspiration from vintage shopping and sourcing vintage prints. I also get so much inspiration from seeing people in the street. I live in East London and I spend a lot of time visiting places like Spitalfields Market and Columbia Road where you see some truly interesting characters. That’s where lots of my inspiration comes from.
Which three words best describe you?
That’s so difficult! I’m probably… Young minded. Mum. Funny?
Who do you admire?
Working at Boden you can’t help but admire Johnnie. He’s still so involved with the business – one minute chairing a board meeting and the next looking at thread colours for a product. But I think what I admire most is the whole team effort and everyone pulling together with such enthusiasm for the Boden brand.
What book is on your bedside table?
My son is reading To Kill a Mockingbird from Haper Lee and it was one the books I always thought I should read and hadn’t so we’re reading it together.
Last song on your iPod:
Mama do the Hump by Rizzle Kicks! I was dancing to it with my daughter in the kitchen the other day – highly embarrassing! (Watch it http://www.youtube.com/watch?v=SxEINSBsbeo)
Do you have any bad habits?
I’m a bit of a worrier – not sure if that’s a bad habit? My children might say my singing in the car – dancing in the playground, that sort of thing.
What are you most proud of in your career?
I don’t have just one thing – but I do like the fact I’ve worked with brands who have wanted to sort of revisit or re-establish themselves and modernise. I suppose that’s something that I feel proud of being involved in.
Proudest at Boden?
I’m not sure if anyone would admit to this but I did buy a really colourful vintage anorak in the very early days that was the first basis of the Rainy Day Mac – but I don’t know if Johnnie would remember or admit to that!
What Boden item is your favourite?
My favourite Boden thing is my Red Satchel which we’ve done year on year plus I love last year’s Leather Biker. Of course lots of knitwear and stripy tees, I have lots of them and I wear them all the time without getting bored.
Top of your wishlist for summer?
In the Limited Range there’s a beautiful Grecian style drapey jersey dress in green which looks absolutely gorgeous and that is firmly on my wishlist.
Any new shapes or prints you are excited about for summer or autumn?
I’m loving some of the rich colours coming up. We’ve got a sort of Indian story for summer and there are some beautiful saturated colours in our prints like golden yellows, rich reds and china blues and they’re looking really nice. Shapes – I think the jeans have really come on – we have some great cropped jeans and slightly skinnier ones. I have to admit I’ve generally worn branded jeans but this season I have coveted my Boden skinny jeans and I think they look great.
Best Boden memory
Certainly an ooops moment… and I’m not naming any names but we once went on a research shopping trip inNew Yorkand a colleague left everything we bought in the back of the taxi – a horrible but memorable moment! Plus of course Johnnie DJing at parties – that’s always memorable…
