Who can resist Boden’s bright knits and floral prints? I most certainly can’t writes Clare Goldwin. Well, not when it comes to my seven-year-old, Ella, anyway. For years, I’ve happily forked out on pricey but irresistibly cute items for her from Mini Boden. But when it comes to buying clothes from Boden for myself, I’ve always steered clear. Their traditional and instantly recognisable staples of cotton shifts and ‘mumsy’ jersey dresses, not to mention ‘jaunty’ prints in eye-catching colours, have always been a big no-no for me. Clare Goldwin (pictured) admits that she will sometimes fork out for Boden's brightly printed clothes for her daughter but not herself as she doesn't want to be labelled a Boden 'yummy mummy' Who wants to be labelled a Boden ‘yummy mummy’ at 50 paces, and bump into countless other mothers in identical uniforms on the school-run? For many years, Boden — which launched in 1991 — made a success of its appeal to the ‘Sloane’ market. But recently, the company has experienced more challenging times. Profits plummeted 42 per cent in 2011 and, while they rose again in 2012, they remained flat for 2013. Now, however, Boden seems to have finally cracked it, and the fashion world is raving about their latest collections. Glossy magazines have praised their spring/summer shoe range for its nods to designer brands. And they’ve even seduced the notoriously difficult U.S. market, where sales are soaring. Experts are putting the success down to the use of luxury fabrics, with more cashmere and silk mixes, plus more limited-edition pieces — so there’s less chance of bumping into someone wearing the same outfit. They’re also attracting customers by toning down their colour palette, so the look is not so ‘sweet shop’, and making many of the prints more sophisticated and subtle. So, can this latest collection keep its core, middle-class customers happy, while appealing to the more fashionable woman? With the mid-season sale now on, I tried a selection of their latest outfits to see whether this Boden sceptic could be persuaded . . . TOP TROUSERS . Colour-block coat, WAS £179, NOW £107.40; jumper, WAS £89, NOW £53.40; trousers, WERE £69, NOW £48.30; suede-heeled sandals, £119 (all boden.co.uk) I usually avoid Boden, fearing it will make me look frumpy. And on the hanger, these trousers look like a case in point — with their elasticated waist, they look like shapeless tracksuit bottoms. Once on, though, they’re bang on trend, with slim legs tapering to an elasticated cuff. I’d even wear them for an evening out — though perhaps in a plain colour. The jumper has three-quarter sleeves and cute French-knot decorations like little flowers. Meanwhile, the two-tone coat has been carefully considered, down to contrast stitching in the lining. The darker blocks are slimming, too, though the green is a bit insipid for my taste. 3/5 . FAB... IF I WAS 20! Dress, WAS £199, NOW £119.40; mules, WERE £119, NOW £89.25 . At first glance, this dress looks like classic ‘yummy mummy’ Boden. And it does me no favours — making me look mumsy, busty and frumpy. That’s not because the dress is dowdy, but because it’s too fashion-forward — and I’m too old to be wearing it. With its A-line Sixties silhouette and alarmingly thigh-skimming length, this is the sort of frock that might be found in Topshop. It would look fantastic on a lithe 20-year-old or someone more flat-chested. Sadly, it doesn’t flatter this 42-year-old mother-of-two. It’s hard to work out if this is a miss by Boden, or the company taking aim at a younger crowd. The mules are very on-trend, though, and, with their teetering heel, far from the sensible-heeled shoes I associate with Boden. 2/5 . PERKY PRINT . Geometric print dress, WAS £99, NOW £69.30; suede T-bar heels with green tassels, £119 . This purple and tangerine geometric shift is a world away from Boden’s usual floral prints. It would work well on bustier women, as the smaller pattern on the upper half helps minimise larger breasts, while the plain band accentuates the waist. The length is just above the knee, so it’s not too daring for those over 40 — though I wouldn’t want it any shorter. Meanwhile, the shoes are fab. The T-bar heels are right on trend and come with a twist: contrasting purple toes and quirky green tassel detail. Usually, ankle straps make legs look shorter by cutting them off — but here, the strap sits lower down the foot, lengthening and flattering the legs. 3/5 . FIFTIES WONDER . Floral dress, WAS £139, NOW £97.30; mules, WERE £119, NOW £89.25 . On first sight, this look screams old-style Boden — a cotton shift dress in a flower print. But, unlike the shapeless floral shifts of old, this one is cut in a very fashionable Fifties shape, with a square neckline and tulip skirt. The viscose/cotton fabric has a sheen to it, which gives a luxurious feel, and the flowers are big and bold — almost abstract — with flashes of lime that stop it all from looking too girly. It’s chintzy, but in a good way. This is also a slightly longer, more flattering, length and would be great for a wedding or summer party. The mules — this time in lime — are the perfect finishing touch. 5/5 . SLIMMING SKIRT . Cashmere jumper, WAS £99, NOW £49.50; print pencil skirt, WAS £89, NOW £62.30; suede-heeled sandals, WERE £119, NOW £95.20 . I would never have guessed this pink and green, diamond-print, cotton pencil skirt was from Boden. It’s a more eye-catching look than I’m used to wearing, and I’d usually shy away from crew-neck jumpers, too, as I think the high neckline accentuates my broad shoulders. But once on, the warm, pink sweater suits my pale colouring and the effect of the skirt is eye-catching, sharp and very slimming. The length is on the knee for me — but I’m 5 ft 10 in, so for most women, this would come in just below the knee. With 3 per cent elastane, there’s also a little forgiving stretch. I pair it with the suede sandals, this time in pink. Still love them. This look is a surprise hit. 4/5 . FLOATY DREAM . Cream silk shirt, £99; floral skirt, £99; sandals, as before . Oooh, this silk shirt and full skirt combination looks like the sort of outfit I remember my mum wearing in the Eighties. But will I look like a mumsy frump? While the skirt is in a traditional floral print, it’s not made from plain cotton, as you might expect from Boden, but has a gorgeous organza silk overlay, so it’s floaty and delicate. While the full skirt style isn’t very slimming, it’s a Fifties shape that’s right on trend and swishes nicely. The blouse is very similar to those made by chic French brand Equipment, even down to the breast pocket detail. Except there, blouses will set you back over £200, while this is half that. Again, I love the shoes. These suede sandals are simple, elegant and very comfortable. 3/5 . EIGHTIES HORROR . Blouse, WAS £69, NOW £48.30; skinny pants, £49; pointed slingback flats, £79; leather bag, WAS £110, NOW £82.50 . This is my least favourite look. The floaty, geometric top has a very Orla Kiely-esque print, but I think it makes me look dowdy. Meanwhile, the stretchy, navy pants give me nasty flashbacks to the leggings I used to wear as a teenager in the Eighties, and they make my legs look stumpy and lumpy. However, the slingback flats in a pretty aqua are very fashion-forward — designers ranging from Jimmy Choo to Antonio Berardi have brought out pointed, flat slingbacks this season. And the aqua bag is very ladylike. 2/5 . So, am i convinced? Ok, there’s a lot that will keep faithful Boden fans happy, but I’ve been reassured there are enough new pieces to make even sceptics like me look past its mumsy bright prints. In particular I love the shoes. They’ve definitely persuaded me to put in an order.
Clare Goldwin has forked out for pricey Boden clothes for her daughter .
But she has never wanted to be labelled a Boden 'yummy mummy' herself .
The brand seems to have its style and the fashion world is impressed .
Clare put a selection of their latest outfits to the test for FEMAIL .