Family Christmas Catalogue / Boden
The brief was to showcase winter, party and gift ranges from all sub brands via a family Christmas catalogue. The concept focused on tartan patterns and fair isle knitwear within the ranges, to celebrate a Scottish influence. Textures and touchable fabrics such as cashmere, wool, velvet and anything that sparkled were central to the theme. Presenting cosy socks, nightwear, hats, scarfs and jumpers for the whole family were key. The catalogue consisted of model photography shot in Scotland, interspersed with carefully styled still life outfits. A variety of themes and colour palettes were curated within the book, adding pace.
The campaign continued online, through website content and an email series. It was the first year Boden had focused specifically on the Christmas selling period. The catalogue saw a huge uplift in sales.
Still life Photography by Jason Yates.