Is this a Joke, Boden?

[polyhymnia]

Just having a look at Boden Autumn Preview.

Pretty much underwhelmed so far, but fascinated by this extraordinary object:

www.bodenpreview.co.uk/en-GB/Womens-Accessories/Bags/AM240/Womens-London-Bag.html?NavGroupID=1

Can't work it out at all and am wondering if I'm looking at it the wrong way up or something. Or is it a joke? Or does it reflect the latest fashion trend for ? , which I just happened to have missed?

Was it always Autumn in Spring with Boden? I don't remember it being quite so early before. (I also remember it creating excitement rather than embarrassment.)

The Boden ones would be really cute for a child... did you look at the bus?
The Anya Hindmarsh one isn't even that imaginative - many a schoolgirl's folder from the 80's or 90's looked the same.
Those Jump From Paper ones are at least a bit more innovative but now I have another reason to dislike the DM. They can't even be bothered to use a spellchecker, let alone proofread it. There are at least 5 errors in that article.

Who designs that and thinks, yep...looks good.

Why does Boden always seem to think we'd like to dress like toddlers?

I thought Boden were getting rid of all the 'fun' shit? Clearly not!