We’ve been feeling nostalgic – turning 30 is a milestone, after all. And instead of digging out the CD player, we looked at our best bits between 1992 (when we launched womenswear) and the early 2000s (when we launched online), and brought them back to create a celebratory edit – with a familiar face in the photographs, too. Here’s what you need to know.


Shop the 30th edit

Jean Campbell in Cawdor, Scotland, 2021

1. Back in the day, we cast now-supermodel Jean Campbell to pose for our Mini catalogue. This year, she’s back as the face of our 30th campaign.

2. That first shoot with Jean, then aged 4, was in the Scottish Highlands. This year, we returned to exactly the same spot, and even found the same tree to pose under (after quite a few hours of searching).

The Diana Cashmere Jumper: snug, certified

3. We gave each design in our 30th birthday edit a modern update. Like adding a bigger collar to our Kathryn jumper, or designing our cord jeans with the perfect wide leg.

4. Jean asked to keep the Diana Cashmere Jumper – it’s so soft, and made of super-snug cashmere. Her dachshund Minky was a fan of this one, too – she kept falling asleep on it.

Jean’s dog, Minky, finding her angles

The Charlotte French Collar Cardigan, now and then

5. Our biggest back-then bestseller was the Charlotte French Collar Cardigan. We had 15 colours at one point, and sold out every season, for 10 seasons in a row. 

6. We’ve made the switch to more sustainable fabrics now – like the cotton in our Isla Frill Detail Blouse, or the recycled polyester in our Hollie Jacket. Older means wiser, after all. 

7. Each style in the edit is named after a long-serving staff member – the longest being just under 30 years. #Loyalty.

Return of the Morris mac

8. Style-wise, we were inspired by classically cool editorials, and ‘90s Boden catalogues. Think eclectic combinations of luxe and laid-back – like our tulle skirt with a soft cable knit and chunky boots or wellies. 

9. The hair stylist on set’s favourite tool? The wind – for once. 

10. It was tick season, so we had to tuck our trousers into our socks while shooting. Sometimes things aren’t as glamorous as they seem.