The popular 'yummy mummy' British clothing brand loved by Kate Middleton is back in all its glory, says FARRAH STORR
The popular 'yummy mummy' British clothing brand loved by Kate Middleton is back in all its glory, says FARRAH STORR
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Bubblegum pink! Turquoise! Sicilian lemon yellow! Boden's new collection has the warmth and promise of a summer breeze. There are trousers and skirts as stripy as a stick of Brighton rock. There are delicious, fun prints, such as a maxi skirt covered in royal blue tennis rackets; a cardigan alive with birds and flowers and a throw-it-on-for-anything jacket scattered with lobsters and lemons.
![[Coat, £350, trousers, £98, top, £28, trainers, £98, necklace, £36, and earrings, £32]](https://i.dailymail.co.uk/1s/2025/01/29/20/94652869-14339167-image-m-45_1738183311393.jpg)
Then there are the staples that midlife women know are the bedrock of a functioning wardrobe: mid-rise jeans with sensible legs; relaxed linen shirts; sandals with a whiff of Birkenstock (but far less 'fugly') and lovely maxi dresses. It's a return to form that will have Boden's core customer – yummy mummies who include Sienna Miller and the Princess of Wales – breathing a sigh of relief.
![[Shirt, £90, skirt, £112, and suede tote bag, £180]](https://i.dailymail.co.uk/1s/2025/01/29/20/94652879-14339167-image-m-44_1738183296847.jpg)
Once, you knew you were middleclass if you (a) had a bottle of Whispering Angel in the crisper drawer; and (b) owned a pair of espadrilles and a tea dress from Boden. But then, in 2023, Johnny Boden, the British brand's fabulously eccentric founder, owned up to substantial financial losses. 'We forgot who we are,' he admitted, labelling himself a 'nitwit'.
![[Jacket, £170, top, £44, jeans, £80, and earrings, £26]](https://i.dailymail.co.uk/1s/2025/01/29/20/94652867-14339167-image-a-49_1738183419860.jpg)
So what went wrong? First, so the rumours go, Boden over-expanded. A menswear line never quite hit the mark with the dishy dad brigade. Then they chased a younger, more trend-orientated crowd – who were dressing themselves in Zara for half the price. Hemlines rose, colours faded. Jeans started to have 'edgy' details like 'paper bag' waists.
![[Jacket, £170, jumper, £120, and linen stripe trousers, £120]](https://i.dailymail.co.uk/1s/2025/01/29/20/94652871-14339167-image-a-50_1738183423569.jpg)
