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.