Johnnie b good

I’m becoming more disillusioned by fast fashion by the day. As I grow older and learn more about the fashion industry and consumer culture, I’m veering further from the cheap and cheerful and closer to the idea of investment pieces.

This is where brands like Boden come into play. Boden’s target audience is mums: Mums who like modern clothing that’s durable and not faddy, mums who dress their kids in head-to-toe Mini Boden, knowing that it will survive rough and tumble, and now mums who want to buy their teenage children good quality clothes that they’ll actually wear.
Enter ‘Johnnie b’ - Boden’s new youth brand. It’s been created by a new team of designers for the teenage market, and it’s great. The cuts are flattering, the prints current and the style timeless. And the best thing about the range? As a press girl at Boden’s autumn/winter preview proved, it fits twenty-somethings too. No longer does liking Boden make you feel that you’re turning into your mother.
My favourite pieces on display were a soft leather jacket – of which there was a lovely blazer version in the Boden proper collection – a cream prairie-style dress and red suede ankle boots: These alone create an outfit that could be rolled out time and time again.
The brand is obviously trend-aware – denim pieces were prevalent and a roll-sleeve grey marl jersey blazer hinted at Alexander Wang-inspired sports luxe – but all the designs are modern takes on classic pieces. Every wardrobe needs a few checked shirts, Breton tops and floral dresses. And my wardrobe definitely needs a bit of Johnnie b.