Danish supermodel Helena Christensen puts some clothes ON in surprise shoot for yummy mummy brand Boden
16:01 GMT, 15 August 2012
As the face and body of various lingerie campaigns we are used to seeing Helena Christensen showing off her supermodel body in very little.
An ambassador for Triumph, the 43-year-old has sent sales of the traditional underwear brand soaring thanks to her seductive designs and glossy lingerie-clad shoots, and in a recent Reebok campaign the brunette encouraged women to get fit by posing in nothing but a pair of Easy Tone trainers.
So her latest modelling gig for yummy mummy brand Boden – a byword in the fashion industry for practical fashion – has raised a few eyebrows.
Helena Christensen models a floral print tea dress and chartreuse cardigan from the brand's Autumn/Winter collection
The British brand is famous for its quality family clothing, offering sensible fashion with a twist for well-heeled mothers who want to dress their brood – and themselves – in more traditional styles than the trend mad high street offers.
Recently the brand has come under
fire for it's 'smug' imagery and attitude in the face of a double dip recession and signing Helena is one way
that Boden are hoping to reach out to a new fashion-conscious crowd and win back some of the core customers it has lost to cooler and cheaper brands.
A mother herself to 12-year old son Mingus, the Danish model has been given a mum on the school run makeover for the 'Pared Down Pretty' story she models for the company's Autumn/Winter catalogue and the results are simple and chic, and a far cry from the pouting in pants we are used to seeing on Helena.
Pretty patterns, collarless blouses, soft chinos and slouchy jeans feature in Helena's Boden catalogue looks
Casual glamour: These are clothes for women with a 'relaxed sense of style' say the brand
Justine Tabak, Creative Director of Boden Womenswear says: 'Helena epitomises effortless glamour, has her own sense of style – easy, casual, feminine. She has always been a cool model, a woman who has kept her own individuality, something we admire at Boden.
'We wanted choose a model that would showcase our casual clothing in a more modern, urban style. Helena’s own style reflected the image that the collection portrayed – effortless, comfortable, subtle details and softer colours.
'She loved the clothes, particularly the new leaner cuts to the trousers and the soft drapey fabrics of the tops.'
Helena as fans are more used to seeing the sultry supermodel famed for her amazing body
Video: Behind the scenes at the Boden shoot