Poor Johnny, he just can't win

[JuliaFlyte]

Having had to listen to complaints from us for years about mumsy styles and fun prints, Johnny really upped his game this season I think, there are lots of things I would be happy to wear and I haven't said that about Boden ever for a long time.

But it seems there is a backlash

What depressing comments underneath.

I found it really annoying when the brochures showed women who clearly were models but were pretending not to be: "Cath, loves making jam"; "Bella, favourite holiday: Greek islands" etc. Vom. Using an actual model is much better. Not sure he needs to pay Ms Christensen's fees though.

Haven't looked at the actual clothes for a while, but I think there are still a lot of "fun" prints in there aren't there?

Not as much fun stuff MiniPie or maybe they just hide it at the back! Certainly they've been styling it much better, more Parisienne street shoots than Norfolk beaches. Collaborating with Grazia rather than Easy Living has helped too.

Agree the comments would really make you sigh

I think i've missed the back lash .... were people angry the Helena Christensen was 'too sexy' or that she's a well known model ?

i think the new look is way better.

i have got lots form there for work this year

Ha ha!! I predicted a bosom-hoiking backlash on the "sexy Boden" thread over the weekend.

Let's face it, irrespective of whether it is Helena or some other gorgeous model, most of us do not resemble the preening loveliness of the average catalogue model so what does it matter who it is? Actually, I think "sexing up" Boden (can hardly believe I've just typed that) is a good thing - I feel incredibly patronised looking through their past marketing as it seems to suggest that having children leaves you a "sexless but happy, jolly and fun mummy who loves dressing like a little girl". Boden has always had good quality clothing which, when styled right and not worn head to toe, can look a damn sight better than they usually portray it.

I also think its much better and Helena is gorgeous

The clothes are really nice but Helena puts me off somehow

I have bought my first Boden items this year, ever.

I have bought before, sporadically, but always sent it back.

I now have their cable knitted dress (gorgeous 100% merino) in two colours.

www.boden.co.uk/en-GB/Womens-Dresses/Knee-Length-Dresses/WH404/Womens-Cable-Knitted-Dress.html

It is kind of demure yet sexy, shows of the feminine shape (for a change! very unBoden really).

another winner:
www.boden.co.uk/en-GB/Womens-Dresses/Above-Knee-Dresses/WH420/Womens-Hannah-Dress.html

She is sexy but the clothes aren't. I am surprised she did it she usually dresses so beautifully.

Don' you just hate Helena though?
No woman deserves to be as gorgeous as her.
She actually does make the clothes look better.

She is beautiful.

omg

And Michael Hutchence dumped her.

She is. And she doesn't appear to age either .

I really like that cable knit dress Chandon

That's so funny! I've bought quite a lot of Boden over the past month but I'd never bought anything from them before.

It was a helpful mumsnetter who suggested a couple of Boden tops on a thread about clothes for ladies with big boobs! I've been a bit hooked ever since.

I now also have two pairs of the skinny seam detail trousers which Helena was wearing in the brochure. I always assumed Boden would be too pretty and feminine for my taste but Helena has that edgy look going on and the styles she was wearing appealed to me.

christ i despise Boden and the yummy mummy middle class style it has always had

Helena is far to good to model that shite clothing range

A lot of Boden clothes are great, I do a roaring trade on Ebay as they usually last so well

they have their own ebay shop now too.
i hate the patterns but found myself fecking buying one. I tell you until you work in a smart casual situatzione you dont know the hole that boden fills

shoots self

their bottoms halves are well odd though. now stretch no sexy pencil skirts just comedic tweed mini skirts

Yes I don't have that problem. HAve seen some nice shoes and wool things

like this

These are women who wanted to believe that they were 'Cath' on the Cornish beach with her adorable children.

They weren't.

Seeing Helena has brought this home to them. They cannot pretend they are Helena.

I actually quite like a lot of the Boden stuff this season, though not bought anything yet.

Agree with ujjayi and others - it can only be a good thing if they are styling their clothes better and aiming for a rather harder-edged look. I too have always bought some things from them - very carefully chosen and avoiding 'fun' prints - and they have been major assets in my wardrobe.

I like this season's things more than usual - one of the pieces I've bought is that cable knit dress chandon posted - I love it.

If using Helena is a sign of more stylish times I'm all for it. And it's certainly not irritating in the way the previous smiling 'girl women' with their likes and dislikes were.

I really can't see what all the fuss is about - the previous models were models too. I actually like seeing Helena Christiansen model these clothes, and also fwiw think Boden have really upped their game recently.

I think it's quite funny that people are getting so het up about this! The comments on the telegraph article are depressing though :(

If Helena was modelling a throng and cutaway bra I could understand the "she's too sultry and sexy" POV but she in a freakin patterned knee length skirt and cardi FFS.