What do you think? All the pics are set in US-style place, with an American school bus in the background of one of them. Not to mention the 'British tweed skirt' and 'British tweed turn-ups'. I know catalogues are often set somewhere else, but so far I think Boden has appeared to be set in the UK (even if it wasn't actually photographed there, iyswim).
Not that this is necessarily a Bad Thing - just something that struck me as an interesting development.