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Boden Helena Christensen Ad

Boden faces backlash over choice of Helena Christensen as face of latest ad campaign


By The Drum Team | Editorial

October 15, 2012 | 2 min read

UK fashion line Boden recently chose Danish supermodel Helena Christensen as the face of its new autumn/winter line.

However, the choice of model has received a barrage of criticism from Boden customers, who were quick to point out that the 43-year old couldn’t be further from the typical Boden shopper.

One consumer said: “I think Helena is completely wrong for Boden (at least how I perceive the brand), as I think she is far too sultry and sexy.”

She went on to say “I don’t want to look overtly sexy sorry and have had to work hard to imagine myself wearing any of the clothes she has modelled. I’d prefer to see clothes on smiling, more normal-looking models, not someone who looks as if they’re trying to seduce me!”

"Joy_UK" agreed, adding: "Although Helena Christensen is a gorgeous woman, she is a model and I would love to see non-famous women represent Boden."

Other customers thought the problem lay with the model’s tall and slim figure as one commenter wrote: "I would prefer to see ‘real’ models wearing the clothes as it would stop that sense of despondency when you try them on at home and suddenly realize you sure aren’t as young and slim as you used to be."

However a Boden's spokesperson defended the brand's choice, commenting to the Telegraph: "We wanted to choose a model who would showcase our casual clothing in a more modern, urban style.

“Helena's own style reflected the image that the collection portrayed. 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."

Boden Helena Christensen Ad

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