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Boohoo hosted their AW14 press day at One Marylebone last week with a bang, and a party bus. There was so many fun activities it was almost distracting from the clothes; fishing for rubber ducks, a live Instagram wall, a video message feature, hashtags on coffee cups…All very entertaining! Clothes wise Boohoo provided it’s audience with what it wants, trend led collections grouped into different categories down the usual lines of sports luxe, boho etc. But this season the quality looked higher and there were some more mature chic pieces geared at the customer in her 20s who can no longer work the middrift and cap trends…Boohoo’s really starting to push ASOS now as a serious competitor.

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