Mumsy, in the Oxford English Dictionary, is defined as a negative adjective. Boden wanted to reclaim the word ‘mum’ as a moniker of style and substance for its customers – many of whom are mothers themselves.
We developed the Wear It Like A Mum campaign to lead a conversation about the experiences of women and their attitudes towards style after having children.
Through in-depth academic and consumer research, we attempted to assess the pressures many young mums feel in relation to their style and launch an empowering campaign that challenged the idea that a mum should look or dress in any prescribed way.
PR |Social| Brand Strategy | Influence | Video Production
Our campaign launched with numerous broadcast interviews to debate the issue in depth, with features also running in titles like the Telegraph and Red Magazine.