To think Boden have made a huge mistake.

[welliesandpuddles]

They've just put out a new mum video, showing lots of successful instagrammers and their children head to toe in Boden.

However, these IG people and children are rarely dressed in Boden, if ever.

But just because they've got a lot of followers Boden hand it all out to people who don't actually treasure the brand.

There are 100s of dedicated Boden mums who treasure every piece of Boden, why can't Boden ever reward their loyal customers rather than give it out to people who don't even buy it.

I know a lot of people are outraged about this. When I look at IG I search the #bodenbyme and always see lots of normal families without 300k followers dressing their littlies in Boden. It's a shame that brand lovers never are appreciated when they are what keep the business going, if I was Johnnie I'd be getting hold of these families and working together to promote real Boden loving Mums and not just people who are in it for the cash or freebies.

I'm absolutely outraged! Perhaps we could protest at Boden HQ?

I started reading this thread last night when I couldn't sleep and laughed so much I almost woke DH!

My kids always hated boden - they thought them frumpy and old fashioned - they wanted clothes from H & M, now Top shop etc. My DS would never ever have put on a pair of tartan trousers, corduroy or a yellow body warmer. Only worn a shirt about 4 times.

I think the adult clothes are very dull and not very well made. Not cool or funky in anyway.

Boden used to be good quality. It was never cutting edge fashion but I used to buy stuff for work and it was decently made.

The last few tops I've bought have been like rags. Thin, tatty, ;poor seams..... I've still got a couple of their old long sleeve scoop necked tees that I wear with jeans which are very good quality. But they must be more than 5 years old now. The latest versions just don't compare.

The only thing I've bought from Boden in the last couple of years that has been a big hit is a ruched sleeveless dress from last sumer. I have had loads of compliments about it, probably because it hides all my lumps and bumps . Otherwise, there's been nothing that appeals.

Biden is shit and frumpy - yuck. Get some real style OP!!!! Its FASHUN DAHLING!!!!!!!!!!!!!

Boden*

I personally think Boden is the biggest con ever. Such a waste of money.

@ravingroo its true - how many stripey Breton t shirts does one person need.

Is this thread for real 🤔 Boden,,,,Instagram....neither things I can find the energy to care much about .

It’s entertained me this morning whilst we have woken up to no water, however 👍🏼

Timberland boots or Northface parkas or Diesel jeans. Ted Baker shirts, maybe.

Christ. That sounds worse than the Boden.

That green dress is bloody appalling.

Mumsnet bingo full house! Thanks for the belly laugh!

YABU to follow these women in the first place.

Am i the only person who doesnt like boden.

Excellent wind up OP. I keep hearing about Boden and never seen their clobber. Just looked at their website and fucking hell their clothes are DREADFUL! Most of the models look awful in them so god knows what hope a 'mummy' has of looking decent in all those garish prints.

Am i the only person who doesnt like boden

I think you are in the majority, from this thread. I don't think anyone actually likes Boden apart from the OP (because nobody could ever love it as much as she does).

I don't even know what Boden is

Aha hahahahahahahahhaahaaaa

Outraged

dedicated Boden mums

Ahhh this is hilarious, is it actually meant to be a joke or are you a MN caricature OP?!

Things are already going wrong with the instamums campaign...

Oof that's gotta sting.

I'm enjoying the glaringly obvious lack of observation on the part of the OP that a "true bodener" () won't sell Boden to someone who doesn't wear it. They also don't need to sell it to an existing loyal customer because they're already loyal. Using Instagrammers reaches an audience who might not have considered Boden for the same reasons they might not have considered M&S for clothes before they reached their dotage (another company who used Instagrammers - Dress Like A Mum being one in particular who springs to mind). Using non-Bodeners shows that you don't have to be One Of Those to wear their stuff.

Inspired by this thread, I just visited the Boden website for the first time. And lo, what do I spy? Under #Bodenbyme, there is a little button saying Show Us Your Style. Yes, you can actually upload your photos of your glorious self draped head to toe in the glorious stuff! Fill your boots, OP...we will be waiting!

No stop! Wait, I can't get past the "cherishing" bit.

Puddles - well done, this has been a grand read and I love someone who doesn't go with the flow. And you def don't.

As an aside, whilst insta people are massively influential right now - there have been many ad campaigns over the years where brands have hooked up with 'ordinary' people/users. The very first Boden catalogues did. Insta people are the new ' ordinary ' people. ( Except of course they're actually not. They're the new 'brands' )

If you like to look slick, why are you buying Boden?