It’s time to blow away those January blues and hit refresh on your wardrobe. We’re in the mood for bold prints and colours, sharp details, easy separates and new adventures on the horizon. This season we’ve zoomed in on the elegance of all things nautical, with a fresh flourish of beautiful botanicals. Say hello to details inspired by ship-shape uniforms and the romance of high-sea adventures. Care to join us?
Get in the mood for all the newness with a whistle-stop, behind-the-scenes tour of our recent Spring 17 press day, as recounted by our Head of PR Fiona Collins, and find out what pieces the fashion editors loved. We’ve got a feeling you might quite like them too…
Tell us about the collection themes and what the day involves.
“For our Spring 17 presentation we focused on two key themes of the new collection, botanical and maritime. By blending the more masculine, slightly androgynous military detailing with the softer, feminine pieces from the botanical side of the collection, you end up with a unexpected, fresh and modern finish. It’s also very Boden. We’re always thinking of new ways to present an updated look and approach that our customers will love.”
“For the day itself, we used the themes quite literally, taking references from classic maritime insignia and portraits of Nelson alongside botanical tapestries and fresh flowers to show how well the two themes work together. We looked at lots of venues in London before deciding on a contemporary gallery space called the Elms Lester Painting Rooms. When we went to look around the space as a potential venue, one of the rooms immediately stood out because of its naval appeal, almost like being in the base of a ship. Combined with the light and airy atrium, which brought a kind of greenhouse effect, we knew this was the perfect space to reflect the two different moods of the collection.”
“As well as clothes rails and beautiful glass presentation boxes housing the pieces, we used real-life models to show off the collection. This is our third season using models at our press days and there really is no better way to show how well the clothes are cut and, very importantly, how they move. When we pick our models we like to reflect and represent our customers. We inject diversity through age, size, skin colour and, of course, character!”
“Fresh flowers also played a big part on the day and were hung from the ceilings, around the presentation area and draped over a huge anchor in the corner of the room. It really pulled everything together.”
What was fashion industry expert Caroline Issa’s involvement?
“We’ve been working with the wonderful Caroline Issa since early last year. We think she perfectly embodies the spirit of the Boden brand. She styled both our Autumn 16 and Spring 17 press look books and was very involved with the day itself; from casting the models to choosing the outfits that we would present. She also shares our values and appreciation of quality fabrics and attention to detail, not to mention the fact that she is a complete delight to work with. We’re really excited to see what more she can bring to our brand and our press days in 2017.”
So what were some of the fashion editors’ favourite pieces?
“There were some clear favourites with the press. Our medal-print dress was a big hit (perfect for day or evening). The Elle military coat was a huge favourite too, thanks to the intricate braiding detail. This is something we haven’t done before and we know our customers expect unique and surprising detail. The Laura Military jacket, a short, similar version of the coat, was also admired. From an accessories point of view, the floral trainers and the backless loafer, which we first introduced last season, will be very popular again. Also, our knitted dresses – definitely one to have in your wardrobe at this time of year.”
Any big themes or trends to key an eye out for?
“We don’t follow trends as such here at Boden, but there are definite nods to trends in terms of silhouette and proportion. For us, it’s about pieces that feel modern, that fit really well and have great attention to detail. Our customers also expect print designs that are unique and surprising.”
What’s big for January and beyond?
“We also expect bold stripes, sorbet shades and florals to be big focuses. Think of it as a uniform structure with a feminine twist. There’s so much to be excited about.”
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