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Journal

Words do this to us. They feed us even before we see. They build expectations. They are things too. And they lead us to see other things in a certain way. Words activated like and paired with the visual are the message.

What We Can't Smile Without: Johnnie Boden

Andrea Chesney

Johnnie Boden found a breakthrough formula and sticks to it. A witty identity is paired with appealing photography. Images are brilliantly styled and captured in a recognizably English, Boden-brand way. Bits of copy are uniformly Bodenized, whether online or in the fat little lovely catalogues; cheeky thoughts and UK word-play thrive saucily. The merchandise bubbles out energy. No big-box boredom here. We've read blogs describing this as clothing for “yummy Mummies” and rather outrageously comparing them to Talbots. But in cities, we see Boden pieces worn by high school and college girls, ad agency creatives, and lots of us out on dates. Even bits colorfully mixed with club gear, UO, Crew and Anthropologie. The higher-end range dresses us with a new Boden edge. Who says the British can’t be (teasingly) direct in their pitch and woo? Because, ooooh, our Johnnie can, mmm. This is one smooth, solidly iconic brand. Go, Boden House people, go. Keep making us smile the way you do. 

While we’re on the subject, our Fall looks from Boden: