On the Sofa with Creative Assistant Sarah

On the Sofa with Creative Assistant Sarah

Meet creative cat Sarah, daydreamer, wearer of floppy hats and leader of the Virginia Woolf Pack…


What do you do?

I work as the Creative Assistant, which may sound like a bit of a cryptic but basically, I’m responsible for making mood boards, compiling research and supporting Justine and Lattika, our Creative Director and Stylist extraordinaire, in any work which they need me to do.

Where were you before BB? (Before Boden)

After University, I went on to work as a photographer for Camden Council and as a runner and casting assistant for the BBC. Working on a few projects, one was a film about human trafficking which really struck a chord. Following that, I photographed and then curated an exhibition on human traffic and earned the chance to show it in Parliament (which was crazy!) I worked with ex-MP Alan Steen for the year after, again covering the same topic, compiling an exhibition which was opened by David Cameron. Just before Boden, I had side-lined into fashion (something which I’ve always loved!) working as an Art Director for an eco-fashion brand.

What’s the best bit about your job?

I think it would have to be creating mood boards with my team. They’re great fun to work with and it’s a real kick to see ideas which start so small take life and then hopefully make it into the company.

What’s the most challenging aspect?

Like a lot of our team, I think the struggle comes in pleasing different people; we often have to create resources which need to please everyone from buyers to designers to Directors and so creating something that’s so versatile can be tough.

How would you describe Boden to someone had never heard of us?

I would say Boden is incredibly British, eclectic and doesn’t take itself too seriously, which is refreshing.

Where do you take your personal style from?

love the way Virgina Woolf dressed! I’m a big fan of taking trends and making them your own, be it playing with prints or vintage or sizing.



What did you want to be when you were little?

A writer. I’ve always loved to write! When I was little I was obsessed with the book ‘Princess Smartypants.’ She was a great character and we had tons in common.

How would you describe yourself in three words?

I would say ‘imaginative, creative and organised’.

What track is on repeat on your iPod?

At the moment it’s Pharrell Williams – he’s having a real moment, it’s going to be the year of Pharrell! I’m also listening to Alt-J a lot.

What would your karaoke song be?

It would have to be ‘If You Wanna Be My Lover’ by the Spice Girls. At primary school, I was duped into singing it and unfortunately, a boy got the wrong end of the stick and thought I was declaring my love for him. It was awkward.

Tell us your perfect evening

It would have to be a dinner party, especially one with a theme! For my birthday we held one based on ‘A Midsummer’s Night’s Dream’ which was great! During the week, I’m a big fan of keeping busy and going to free exhibitions and pop-ups with my colleague Toni, usually around East London.



So who would be your ultimate dinner party guests?

I think I would ask Oscar Wilde, Russel Brand and Viginia Woolf. I think that Oscar and Russel could cheer Virginia up but then she would outdo them with her wit.

Do you have any bad habits?

I’m a big daydreamer! Also, I’m not as tidy as I need to be. I wouldn’t necessarily call it ‘organised mess’ as I’m certainly not messy. I’m just not that tidy.

What era do you have the most affinity with?

I love the 1920s! Things such as the subversion of gender roles and the Bloomsbury Group were fascinating! I’d love to be there, hanging around in Paris with writers and artists, taking it all in.

What’s your favourite item of Boden?

That would have to be my floppy brown hat from SS13. It’s versatile, it shields you from the sun when it’s too hot and keeps you warm when you’re cold. Quite the investment.

What’s on your Boden wish list for Autumn?

The pencil skirts! There’s an incredible leather pencil skirt set to come for Winter that’s butter soft and will go with everything. I’m excited for the tailoring too.

What’s been your proudest moment at work?

The Autumn/Winter ’13 Press Day. Although it only lasts a day, so much thought and preparation goes into it and there’s a real sense of achievement in pulling it off. And it was like being on an episode of ‘Changing Rooms’ which was great.