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.

Nice first post op 😬

Dear lord

"Neither of my friends"

Excellent work OP.

And well done you for piping up. This whole Boden shebang is an OUTRAGE.

I wouldn’t describe Boden as slick

Bet none of those instamums are as slick as you Hun.

Is this one of those stealth ads? (To make us all go and check out these hashtasgs in an attempt to figure out wtf the op is on about)

Because thats the only way this post makes any sense!

Well excuse me! I am not any old riff raff and neither of my friends are. How very dare you use such a nasty and untoward comment towards me?

Oh so you are not just any old mum then? Sorry you're probably far too important to be considered a down to earth normal mum so why the fuck would Boden want you to advertise their clothes?

Can't have it both ways OP. Truth is no one will give a shiny shit if you wear Boden, you won't bring in any additional sales for them, so why would they ask you to advertise?

I'm posting on Facebook and Instagram every day

I am a mum

I work

I use childcare

Only difference between me and them (other than they wear boden and I wear Asda) is a few thousand quid where they work in media and I teach.

They are normal mums. They don't make their kids up.

I think the received wisdom on MN is that Boden is the younger sister of Per Una - and both brands are about covertly signalling that you no longer have sex.

I nearly spat out my wine at that. I thought the perceived wisdom of MN was that Boden is the mutts... personally I can't fucking stand it. My school run is all Boden and Botox and while I may be younger than the average, it's not a brand I aspire to regardless of who is Insta-ing the latest frumpy-to-hide-your-bumpy prints.

"Well excuse me! I am not any old riff raff and neither of my friends are. "

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This made me laugh so much! I'm glad Op and her two friends are a little more upmarket than the general riff raff.

pootlepootle You are obviously informed. Please, please tell me more about this:

overseas sales are paying for all of their stock so they're being insulated from the effect of sterling devaluation.

So, I was just thinking ... there was a thread in 'Style and Beauty' about 'Parisian Chic'. The thinking was: limited colour palette, fairly minimalist and tailored (e.g.. jacket, T-shirt, form-fitting trousers), off-set against an artfully less-kempt maquillage and hair, very hungry-looking - message being: I am moodily in a passionate relationship with an unfaithfully boyfriend.

Surely, if you put Boden in a room with this look, they would implode on contact?

We were all wondering what happened to the pear-shaped, un-Parisian chic women of Paris.

Are they all mail-ordering Boden?

You don't look "slick" in Boden....

You have no idea what I look like when dressed in my Boden attire.

Actually quite nice if I say so myself.

You lost me at "looking slick" WTF does that even mean? conjures up mental image of slicked back greasy 70's throwback

I like to look slick.

Do you also like to move like Jagger?

This thread has actually hurt my sides from laughing. Thank you OP!

This made me laugh so much! I'm glad Op and her two friends are a little more upmarket than the general riff raff

As a proud member of the riff raff, I'm glad OP isn't one of us

OP, do you like wearing your slick Boden outfits when you're visiting Chester Zoo? Or when eating a lovely 'Frozen' themed cake, whilst relaxing with a spot of calligraphy?

For some reason, these are activities I can imagine you enjoying. In your slick Boden outfits, obvs.

My school run features everything from Hello-Kitty-print pyjamas to head-to-toe L.K.Bennett, so I suppose Boden are the middling sort. I'm sure they are all hard-working and I know none of them are riff-raff.

That was excellent, thank you. It wasn't quite worth a wrap dress but I'll buy you a striped top, OP, because you're worth it.

I like a few Boden pieces, but no-one looks slick in Boden.

No one could look slick in Boden. They could look like they have an aga, a Volvo, a retriever and haven't had an orgasm is five years. But not slick.

On a serious note.

What would actually be the harm in the Mum campaign of having 50% Boden lovers who love the brand and 50% famous instamums? Isn't that a win win - happy profits, happy customers.

But customers don't want to look like the woman in the next street.

They buy to aspire to be the person in the advert.

It's how advertising works.

Very funny, OP. Are you this Mother Pukka person?

What would actually be the harm in the Mum campaign of having 50% Boden lovers who love the brand and 50% famous instamums? Isn't that a win win - happy profits, happy customers

Why just Boden though? Why not every company that's trying to sell something?