The Brit Parade: Boden launches 'Icons' collection

Boden’s new womenswear collection celebrating all things British is set to attract the brand a new, more fashion-conscious type of shopper

Mail order clothing doesn’t enjoy the best reputation when it comes to competing in an increasingly sophisticated retail market, with sleek storefronts and even glossier websites all vying for our cash.

Boden, however, is one retailer that has succeeded in keeping the catalogue cool, and its consistently loyal client base is sure to grow this season, thanks to a stylish new limited-edition collection.

Founded in 1991 by ex-Etonian Johnnie Boden, the brand is more commonly known for being the outfitter of choice for the middle classes: think Sloane Rangers and First Ladies (Michelle Obama and Samantha Cameron are both fans).

But the success of the company is not something to be sniffed at, especially since its £280m in sales earned Mr Boden a place on The Sunday Times’ Rich List.

With a retail offering that caters for all the family, the newest launch by the brand is Icons – a 17-piece womenswear collection inspired by British style. It’s a clear attempt to shake off its middle-market roots and capture a more style-conscious audience, and not just via the clothes: supermodel Karen Elson is fronting the campaign with photographer Boo George behind the lens.

The aptly named range celebrates the most iconic elements of British style. The theme extends to the names of the pieces with each item being dubbed after a quintessential British place or person: the Brigadier skirt is a mid-length number adorned with army-inspired ribbon stripes procured from a military supplier; the Hyde coat is based on the classic parka but has been reworked in luxurious mohair.

“We are in the process of reinvigorating our brand. We have a new direction – ‘New British’,” explains Mr Boden. “My brief to the design team was, ‘Go for it. More fashion please, but keep it witty – and very British.’”

To up the desirability factor, each piece has a limited production run of just 100, meaning it’s a case of fastest finger first.

Available from 22 September, boden.co.uk

Click here for Boden discount codes