Boden festive campaign

Boden festive campaign celebrates UK hospital staff as the real stars of Christmas

In a Christmas video creative, released today (view here), Boden raise a glass to the real stars of Christmas; the men and women of the healthcare service who will be working up and down the country this festive season.

Spending their evenings and weekends in hospital scrubs, those on the frontline of the UK healthcare service often miss out on parties with family and friends and rarely get the chance to dress up over the festive season. British fashion brand Boden spoke to some of our healthcare workers who confessed to not having enough time to shop for new partywear outfits.

The feel-good festive video sees the fashion brand host a surprise party for healthcare workers, including nurses, doctors and hospital support staff, to say thank you for the incredible work they do, not just over Christmas, but all-year round. Arriving in their work attire, Boden’s in-house stylists surprised the group with Christmas party makeovers and decked them out, sparkles and all, with the latest festive fashion before the celebrations began.

“The Christmas period is tough for NHS staff,” says Joe Blunden, a patient experience manager, one of the nine UK hospital staff who feature in the campaign. Working tirelessly throughout the Christmas and New Year’s to provide vital, and lifesaving, care the UK’s dedicated hospital staff rarely spend the festive season enjoying celebrations with their family and friends.

“My job means I’m on the frontline of the hospital in A&E, diagnosing patients with serious conditions and managing their care,” says Dr Katrina Sheikh, acute medical registrar, from London. “I’ve worked Christmas and New Year for the last three years.”

“This is a lot more glamourous than I normally feel at work… I only get 1 weekend off in 7 so it’s going to be a big deal wearing this to the party…” says Nadine Davison an A&E nurse at King’s College Hospital London.

Continuing their mission to spread goodwill and great clothes to all this Christmas, the brand has chosen to give back to those who give so much.

Johnnie Boden, Founder of Boden says; “For most of us Christmas Day is all turkey and too much over-indulgence. But for those on the healthcare frontline this festive season, the reality is very different. That’s why our ‘Wear The Joy, Share The Joy’ campaign is about celebrating and giving something back to the real stars of Christmas.”

The British clothing brand was founded by Johnnie Boden, from his kitchen table, in 1991. Known for its sense of fun, the brand has found loyal fans among stylish Brits and those farther afield. Launching with a menswear collection the brand quickly expanded into womenswear and childrenswear and in 2017 opened its first central London flagship shop on the King’s Road.

The men and women featured in the campaign are; cardiology auditor Cara, patient experience manager Joe, paediatrician Katie, doctor Katrina, A&E nurse Nadine, IT project manager Petrina, A&E senior staff nurse Rumer and nurse Rosyane.