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.
Common Industry 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.
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.