Boden – You won’t BELIEVE what we’ve done to our dresses

For April Fools Day 2017, Boden took their ‘traditional with a twist’ take on fashion to launch a range of scratch and sniff dresses, not a campaign to turn your nose up at. As with all things Boden, the beauty lies in the simplicity of its execution, a great example of how to do April Fools whilst still encourage people to shop with you.