Why I nearly hate Boden

Okay, I said it. That catalogue full of playful, colorful clothing for women? I am almost at the point of hating it. Not because I don’t like the clothes – no, they’re lovely pieces. What I don’t like is how they came about, and the guiding philosophy of its founder, Johnnie Boden.

Johnnie wants us mommies (or mums) to know he really cares about us, and our bodily insecurities . He wants us to feel pretty, to feel like we’re not “mutton dressed as lamb.” So he makes delightful, not-too-threatening clothing in terms of silhouette, palette, and implied intelligence, with the idea of making happy, pretty wives, happy to stay at home with children, or if we deign to work and deprive our children of the healthiest possible family structure, to communicate a sense that we’re really not all that important. We’re decorative, and we’re happy to be that way.

His career in helping slummy mummies began when Wall Street kicked his sorry arse back to the UK. And yet, he remains enamored of American capitalism. Evidently, a welfare state is to blame for people not picking up after their canine pets tend to their business streetside. What I wouldn’t give to see the trigger of his ire to be pure Tory.

Yes, I have flab, Johnnie, and yes, I don’t feel good about it.

But I feel a hell of a lot worse about being dismissed because of my gender; that there is nothing more threatening in our english-speaking culture than a woman who knows she is intelligent and isn’t so interested in hiding it, particularly if it might hurt some man’s feelings. I feel much worse about living in a neighborhood where placing priority on feeding your mind, particularly if your mind is awash in estrogen, might be about as evil as starving a baby. I feel much worse that your business is based on the premise that a pretty empire-waist frock will make me forget the things that genuinely vex and trouble me most.

In the end, I don’t hate clothing, and the catalogue itself has become better since they dropped the child-playmate q & a descriptors for each model in each layout. But I hate that it’s offered with a pat on the head and a “there, there” from someone I could easily think under the table.

p.s. this essay owes a great deal to Blue Milk’s dead-on Yummy Mummy post; here’s hoping to approach its thoughtfulness and writing.

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2 Comments

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2 responses to “Why I nearly hate Boden

  1. Lori Morton

    Why do you equate looking pretty and feminine, as well as staying home to raise one’s child, with being unintelligent? Isn’t that a false dichotomy?

  2. Hi, Lori.

    I have to ask, did you read my post? Please let me know where the second paragraph says that *I* consider women less intelligent for staying at home with my children.

    I don’t. I stay at home and raise my children. That doesn’t mean, however, that I only want to be pleasing my children or my partner. That doesn’t mean I don’t care and don’t understand the big picture or facets of our economy, world events, or anything that isn’t specifically housewifery. I don’t consider women unintelligent – but it would appear that Johnnie Boden does. Or at least, he doesn’t want us to trouble our pretty little heads over anything beyond looking pretty and non-threatening.

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