Boden takes to the country for autumn 2010

    Mail order mega-brand Boden raised the curtain on its autumn 2010 collections to an audience of assorted press yesterday, revealing a country-inspired carousel of pattern-rich looks.

    Forgive the sweeping generalisation but the Boden catalogue is a bit of a Get Out Of Jail card for cash-rich, time-poor Sloaney mums too frantic doing the school run to get down to the high street. Judging by Boden's runaway success it's a market not to be sniffed at, and Mr Johnnie of Boden keeps a tight grasp on a design compass which rarely veers away from the texture-heavy direction first plotted by the likes of Hobbs and Jigsaw in the 1990s.

    With this in mind it comes as little surprise then that the women's side has a rich velvet story in jewel colours sitting alongside painterly floral prints, dependable tailoring, and chunky knitwear. Highlights include Boden's modern interpretation of a classic tweed riding jacket, a small selection of laundered leather jackets in slubby tones, an ivory shift dress with applique petals falling from the bib, and a biscuit-coloured roll-neck jumper-dress with an oversized cable running vertically through its length.

    There's nothing in the collection that loyal shoppers will have to throw out in five years, let alone a season, for fear of making a whopping fashion faux-pas and therein lies one of the ingredients behind Boden's signature recipe.

    Fashion Buyer will come back next week with a look at the men's Boden offer.

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