Boden refreshes brand identity for AW22

For the autumn/winter 2022 season, Boden has refreshed its identity across all print, digital and retail platforms.

A new logo has been introduced, described by the brand as a "bold reimagining" that is "a clean, clear re-crafted variation of the original that introduced the brand to the world over 30 years ago".

"Evolution, not revolution, is the story here", according to Boden.

The company was founded in 1991 by Johnnie Boden, initially launched with eight menswear products. Womenswear was introduced in 1992. Childrenswear range Mini Boden was introduced in 1996 by Kate Barton who then became the chief designer.

Boden's relaunched brand identity, 2022

The new autumn/winter 2022 collection features knitwear embellished with pie-crust frills and flowers, and sharp swinging London cut dresses in needle-fine corduroy in warm, autumnal shades. High waist and wide leg denim are also key pieces, alongside crystal embellished Mary Janes and Chelsea Wellington boots.

The September campaign that launches the new brand identity was shot at Farleys House, the storied East Sussex home of the photographer Lee Miller and the surrealist artist Roland Penrose.