We were asked to pivot Boden’s annual press preview to a virtual event, overseeing the production of a series of on-set shoots and then creating a virtual platform to showcase this to hundreds of fashion contacts. The purpose of the event is to gather eyes from some of the top fashion magazines and industry peers worldwide to view the latest Boden collection.

The AW21 press preview was part of our ongoing relationship with Boden, having collaborated with them since 2018 on stunning press-worthy activations, both in-person and virtually.

Boden AW21 highlights:

  • 419 unique visitors to the platform on the day of the event
  • Press contacts from Harper’s Bazaar, ELLE, The Telegraph, The Guardian, and Hello! magazine
  • 6,515 pages viewed on the day of the event
  • 23 minutes of curated content
  • 7 womenswear collections
  • 6 childrenswear collections


Over 400 visitors gathered to view the press preview from some of the top fashion magazines across the world, including ELLE, Hello! magazine and Harper’s Bazaar.

We created a 23 minute press preview using curated content filmed at Pitzhanger Manor, showcasing all 7 ranges for the AW21 Collection. This included an introduction from the founder of Boden, a Q&A session with the Design Director, and a section on sustainability, detailing Boden’s pledge to the planet.

We represented the collection at the stunning setting of Pitzhanger Manor, where the entire Lookbook and Press Preview were filmed. The opulent rooms with hand-painted wallpaper and stunning gardens provided a backdrop for the 7 womenswear clothing collections – which included ‘Modern Mitfords’, ‘Preppy Casual’, ‘Heritage Palette’, and ‘Modern Bloom’. 

We were also tasked with transitioning the space from womenswear to childrenswear, communicating their Mini Boden brand to the audience and keeping the authentic British theme in mind. The space was designed to emulate the magical, fantastical childrenswear collections, which included ‘Narnia’ and ‘Night at the Museum’, as well as fancy dress and halloween collections ready for autumn.

Once the content was captured, we presented it through our beautiful, bespoke-built user friendly virtual events platform. It was accessible to visitors through QR code or link, enabling Boden to capture the data of each visitor and easily measure behavioural metrics – including time spent watching each individual video and their navigation around the site. These analytics were invaluable and a major asset to the virtual counterpart of this typically physical event, helping to measure content performance and the success of the activation, to inform future press previews.

To go behind the scenes at Boden’s AW21 press preview, read Marketing Assistant Hattie’s blog here.