Bold, bright and quintessentially British is the message of Boden’s Spring/Summer 2024 capsule collection.
The brand has never embraced the minimalist or the utilitarian in its 33-year history and now, in a season that will be coldly sober and quietly elegant, it is blazing its own path; stepping up what it has always done best and adding a little more color and whimsy to the mix.
Last summer, founder Johnnie Boden called himself a ‘jerk’ for trying to take the clothing brand down a more modern route, and this season you’ll still be able to pick up an everyday knit dress, a pair of shorts navy blue and the well-known moms. Holiday pedals, Breton tops and useful kaftans are Boden’s bread and butter. But the core of the collection, the ‘get them now while you can’ standout pieces, is where the brand is pushing a bright new look.
These pieces are confident, refreshing, and hit that elusive sweet spot between fashion-conscious style and style that never goes out of style.
Boden’s clothing is confident, refreshing, and hits that elusive sweet spot between fashion-conscious style and style that never goes out of style. Cardigan jacket £120, boden.co.uk
This silk midi-length shirt dress (left) is elegant, unexpected and just begging to be worn at Ascot. Dress, £250 and platform sandals, £130, boden.co.uk
Heading into summer, there’s a pair of striped jeans and gold loafers that any fashion editor would love to be seen in (watch them fly).
The pink, red and cream strawberry-print dress is something the Princess of Wales would definitely wear to Wimbledon and the white-on-navy polka dot Clarissa sleeveless jumpsuit has summer garden party written all over it.
There’s a midi-length silk shirt dress printed with jockey silks and galloping horses on a light pink background, which is elegant, unexpected and just begging to be worn at Ascot with a pair of woven open-toe platform sandals that I’m happy with. to be able to use. The bet will be gone before you can say, “Those look a little like the Prada ones I had a while ago.”
Boden also likes to put fun into fashion (a lobster print here, a bright knit tank there) and combine things in that unconventional way that separates British style from the rest of the world. There’s a trench coat in this capsule collection with a Union Jack lining, but what really makes it British are the combinations and the colours, and the sense that everything in circulation, including striped blazers, knitted rugby shirts and those 70s style sandals. .
If you’re looking for a classic pair of gold twist-front high-heeled sandals, Boden made them and they’re great, just like the two-strap, double-buckle raffia sandals that were all the rage last summer.
And if we can think of holidays abroad, who wouldn’t find a place in their handbag for a striking paisley print shirt and matching palazzo pants?
Not every star piece will appeal to the brand’s core customer base, but this collection is a message in bright lights: This summer, Boden will be the cool high street hot spot that women who love fashion can gravitate toward. color and prints.
And if you don’t like bright colors, you’ll still buy your shoes here.