It’s a bitterly cold, bleak, blustery day as I make my way along the Embankment towards Somerset House for Boden’s Spring/Summer 2014 press day. Working in magazines means I’m often staring six months into the future. At the moment I’m viewing what you’ll be wearing on your holidays next year. It can be a bit of a headfuck.
Stepping through the doors of the Portico Rooms is like stepping into summer though, and it’s such a relief: think cheery deckchairs, baby pink candyfloss and even a makeshift beach. But it’s the row upon row of gaily coloured clothes that really stand out.
Boden aren’t afraid of a lively print or a pop of colour. However their prices can be on the steep side. And some of the styles aren’t quite my thing – if I say my ma is a huge fan, you get the idea.
But the Johnnie B range – the brand’s teen range – is worth a look. It’s a Hollister meets Cath Kidston mash up: dainty tea dresses, classic Breton stripes, casual hoodies and quirky metallic brogues. The range goes up to age 16+ which, according to their size charts, is a size 12-14. Definitely roomy enough for those Peter Pan types, eh? The shoes go up to a size 8 aswell. The entire range is really reasonably priced, plus there are frequent 20% off deals to be had if you time your purchases carefully. What’s more, we should applaud Boden for making fun, cool clothes for teenage girls that are 100% age appropriate. There’s a nod to fashion in these garments without any sexual overtones – we need more of this on the high street.