Supermodel Helena Christensen has caused a minor insurrection among fans of Boden, the middle-class brand of choice for casual clothing, for being "too sultry and sexy." Writing on the company's website, a customer protested: "We're not all slim and good looking; rather interesting and designed for the job in hand - motherhood." Another weighed in to criticise the change of the usual layout in Boden's distinctive catalogues. She said: "Initially we were given unknown models with a little sentence on their likes and dislikes all geared to aspirational lifestyle living. Seems rather odd to now give us a famous model who we all know has no concept of the lives we lead and makes us well aware that wearing all the Boden clothes in the world ain't going to give us hers. No offence but maybe good old Jonnie [Boden] is getting a little too famous himself and forgetting what the real middle classes want and aspire to? READ: Helena Christensen is the new face of Boden Jonnie Boden founded the label in 1991 and changed the face of mail ordering clothes, successfully capitalising on the internet shopping market ahead of competitors. Our customers have told us they really liked it - and it was interesting how many of them recognised her right away...we are delighted to have her on board.