The news that clothes catalogue Boden has decided to re-brand itself has resulted in a slew of stories about how the label which is ‘the preserve of yummy mummies’ has given itself a trend over by using the model Helena Christensen.
Boden, it has been reported, is the uniform of the middle class mother who wants to look good but doesn’t want to look like they’ve made too much of an effort. And its clothes are great.
Okay, I have to hold my hands up here. In the year after I had Immy I gave myself a mummy makeover which involved eBaying a few pairs of skinny jeans, a very trendy leather jacket from All Saints and a cape from FCUK.
I replaced the items with the money I raised with some Converse style ‘baseball’ pump deck shoes, baggier jeans and long coats, plus t-shirts of various colours.
Now I look back and think, booooring!
Within 18 months I was back in my skinny jeans and rocking pink shirts with weird logos on them.
Admittedly I have been told I can look like a teenage mum (in a good way apparently) but while that might have bothered me in my post-birth fashion haze I couldn’t give two hoots now.
The last thing I want to look like is a mum, I want to look like me. The word yummy mummy has been invented by ad men who want to sell us the dream of immaculate motherhood and try and make us buy a whole new wardrobe.
And I don’t actually know any frumpy mums, and yes that includes those friends and family of mine who moan about how tired/overweight/old fashioned they are! You aren’t, believe me.
When women become mothers, they are not suddenly supposed to adopt a uniform of baggy cardigans, jeans and flat shoes, nor should they need to buy new clothes.
Last week while out with some women I actually felt like the trendiest of all, not the best dressed I’ll admit, just the one who was probably a little bit more OTT in her attire. But then I do occasionally write for fashion magazines and of course blog on this site so I kind of have to…
While I appreciated my more stylish companions, who were wearing lovely dresses and heels (and most were non mummies) I was so glad that didn’t throw away those American Apparel disco pant leggings. And I have no intention of doing so now.