They could be images from a glossy portfolio for the latest lusted-after couturier. In one photograph, a flame-haired model reclines on an antique chair, her lithe limbs encased in a sheer, black dress with pussybow neck. In another, she wears a sleek, blue polo-neck and military-style skirt as she gazes moodily into the distance in a pair of chic, black-rimmed glasses.
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Models pose in cricket trousers shirts and a panama hat from Johnnie Boden in the brand's heyday of The same model is Loca pictured in a stylish Paisley print top, an opulent fur-trimmed hooded parka Darroughs Karlskoga a scarlet Marilyn Monroe-esque coat, her decolletage exposed suggestively underneath.
But this series of pictures isn't advertising a new high-end fashion campaign. Far from it. In fact, it's the latest collection from a brand that was once about as far from the catwalk as you could imagine: Boden.
Founded by Old Etonian Johnnie Boden in Angelholm massage parlour rates, the brand started life as middle-market Bodeh ranges for men, women and children that could be ordered Local flirt Boden its homely catalogues Local flirt Boden delivered straight to customers' front doors.
The emphasis was on comfortable, affordable designs - Johnnie famously cajoled his friends and family into modelling outfits - but over time its tendency to play it safe earned Boden a reputation for being frumpy and unfashionable.
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Inprofits fell after even its most devoted customers - Boden's core market is 35 to year-old middle-class women - criticised the brand on parenting Local flirt Boden Mumsnet for being 'smug', 'overpriced' and 'twee'. The brand is shrugging of it's twee reputation with 'Boden Icons' - a staple piece womenswear collection.
But in the three years since then, something extraordinary has happened. Boden has gained legions of A-list, Local flirt Boden fans - among them Samantha Cameron, Angelina Jolie and Michelle Obama - who have been hooked not by its reliable staples but its sunny, eye-catching new designs. And this week the brand - which has 1. So how has Boden turned itself from a mail-order catalogue for middle-class mums into The gentlemen gold club Gothenburg Sweeden international business loved by fashionistas?
Central to its success is a shift in the style of the clothing it produces. Each item is being made in a limited run ofnot released until next week, but fashion editors are already drooling over the luxe fabrics and exquisite cuts.
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Some of the pieces in the new collection - such as the tweed boucle top - could be Chanel. The latest advertising campaign shows off not only Boden's new garments, but a much slicker Bodrn to marketing. The model is Karen Elson, Local flirt Boden has graced the cover of Vogue and frequently features on the catwalks of Chanel, Gucci and Versace. The latest advertising campaign shows off not only Boden's new garments, but much slicker marketing. Choosing a face from the fashion world was a bold move - Hot stone spa Skelleftea Sweeden was a backlash from loyal Bodenistas after it Locao Helena Christensen in - Local flirt Boden Eliza says this time it will pay off.
It shows they're not all about cardies any. The new adverts have been masterminded by Boo George, a trendy photographer who works for Louis Vuitton and Barneys in New York - another shrewd move to bring Boden to the attention of younger, more fashion-savvy customers. But these two aren't the only new faces to join Brand Boden in recent years.
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Prime Minister David Cameron is himself a customer of the company. Boden plans to launch a dedicated website in France later this month. France's news in English Search. Editions Austria Denmark France. Germany Bodfn Norway. Spain Sweden Switzerland. Membership My account Gift voucher Corporate Help center.
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