From left: Nancy, Walter, Ginnie and Maggie
What does it mean to live authentically? As we get older it seems more important to focus on our values and embrace who we really are – including the desire to rethink our shopping habits. So we were really excited when Ginnie Chadwyck-Healey agreed to be our January Generations of Style star. The personal stylist, mother, entrepreneur, Smartworks ambassador and sustainable fashion advocate talks practical style, tips on dressing children, country living, and how to build a guilt-free and authentic wardrobe. (Spoiler alert: you’re going to love her ‘30 wears test’.)
Boden: What was life like when you left Vogue and refocused your attention as a stylist and sustainability advocate?
Ginnie Chadwyck-Healey: It was a turning point when I left after 12 years: I realised that, as much as Vogue was a fashion bible, the world is much bigger, and I learned what people are buying in real life compared to what the catwalks are showing. They aren’t always so different, but you [do] see the rise of brands like Boden, who have these amazing- but- accessible products and talk to their customers in a way that builds this incredibly engaged community.
Boden: What was life like when you left Vogue and refocused your attention as a stylist and sustainability advocate?
Ginnie Chadwyck-Healey: It was a turning point when I left after 12 years: I realised that, as much as Vogue was a fashion bible, the world is much bigger, and I learned what people are buying in real life compared to what the catwalks are showing. They aren’t always so different, but you [do] see the rise of brands like Boden, who have these amazing- but- accessible products and talk to their customers in a way that builds this incredibly engaged community.
Boden: How can we shop more mindfully and sustainably?
GCH: “We have a propensity to fall for sales, so really try and put your blinkers on – don’t look at the discount or fall for the 70% off – and stick to those rules. If it’s colour, work out how it fits with your existing wardrobe and how you can warm it up or cool it down between seasons.
“Stop thinking newness is the only way. You have to ask yourself, will you still love it if it’s been seen by your friends, been photographed on social media, once you’ve worn it on an outing where you want to impress: an interview, a date or to meet the mother-in-law? Once it’s had all those outings will you still love it? Will it still have traction? If so, you know you’ve got a great piece.
Boden: How can we shop more mindfully and sustainably?
GCH: “We have a propensity to fall for sales, so really try and put your blinkers on – don’t look at the discount or fall for the 70% off – and stick to those rules. If it’s colour, work out how it fits with your existing wardrobe and how you can warm it up or cool it down between seasons.
“Stop thinking newness is the only way. You have to ask yourself, will you still love it if it’s been seen by your friends, been photographed on social media, once you’ve worn it on an outing where you want to impress: an interview, a date or to meet the mother-in-law? Once it’s had all those outings will you still love it? Will it still have traction? If so, you know you’ve got a great piece.
Ginnie and Walter
Boden: Talk to us about what you’re wearing today. What is the selection process like?
GCH: “Being in the country dictates how I shop. It’s about pieces that are going to keep me warm, allow me to scoop up my baby, kneel down to do up someone’s shoe lace. It’s not without mud, so it needs to be easily washed or maintained at home.
“Comfort is key: I don’t want to be sucking in my tummy to feel good. I have to be able to go about my day and be with my children and family. But there’s always an element of dressing to look like a better version of myself – and even if my husband doesn’t always get the trend (the boyfriend look definitely wasn’t the one for him), he can appreciate a well-put-together look and still thinks I look great.”
Boden: Tell us about the little ones. How would you describe their styling choices?
GCH: “Walter, at the grand age of 19 months, is already shopping from mummy’s mantra of ‘buy fewer, buy better’ without even knowing it – he rotates about six garments over and over.
“You can be precious about clothes, or [you can] just let them get
dirty, live in them, have fun in them and roll around in them.”
“You can be precious about clothes, or [you can] just let them get dirty, live in them, have fun in them and roll around in them.”
“You can be precious about
clothes, or [you can] just
let them get dirty, live in
them, have fun in them
and roll around in them.”
Boden: Talk to us about what you’re wearing today. What is the selection process like?
GCH: “Being in the country dictates how I shop. It’s about pieces that are going to keep me warm, allow me to scoop up my baby, kneel down to do up someone’s shoe lace. It’s not without mud, so it needs to be easily washed or maintained at home.
“Comfort is key: I don’t want to be sucking in my tummy to feel good. I have to be able to go about my day and be with my children and family. But there’s always an element of dressing to look like a better version of myself – and even if my husband doesn’t always get the trend (the boyfriend look definitely wasn’t the one for him), he can appreciate a well-put-together look and still thinks I look great.”
Boden: Tell us about the little ones. How would you describe their styling choices?
GCH: “Walter, at the grand age of 19 months, is already shopping from mummy’s mantra of ‘buy fewer, buy better’ without even knowing it – he rotates about six garments over and over.
“Maggie is my little tomboy who actually likes to style me, and basically wants me to wear something I’d wear to a wedding to a business meeting. Nancy has gone through the fairies-and-unicorns phase and is into bright colours – inspired by Strictly Come Dancing – and has her own sass going on. I’d never try to dress them as Swiss Family Robinson, or matching family outfits. I never want them to feel forced into fashion: because I’m so immersed into it on a daily basis, I probably go to the opposite end of the spectrum with my family, giving them the autonomy and the freedom to choose what they want to wear.
“Ultimately, I look for unisex childrenswear. Oatmeal knits, blue stripes, something in-between, as I know they can be passed down, not just between siblings but also to cousins, friend’s new babies. You can be precious about clothes, or [you can] just let them get dirty, live in them, have fun in them and roll around in them – and that’s what Boden is to me.
“Maggie is my little tomboy who actually likes to style me, and basically wants me to wear something I’d wear to a wedding to a business meeting. Nancy has gone through the fairies-and-unicorns phase and is into bright colours – inspired by Strictly Come Dancing – and has her own sass going on. I’d never try to dress them as Swiss Family Robinson, or matching family outfits. I never want them to feel forced into fashion: because I’m so immersed into it on a daily basis, I probably go to the opposite end of the spectrum with my family, giving them the autonomy and the freedom to choose what they want to wear.
“Ultimately, I look for unisex childrenswear. Oatmeal knits, blue stripes, something in-between, as I know they can be passed down, not just between siblings but also to cousins, friend’s new babies. You can be precious about clothes, or [you can] just let them get dirty, live in them, have fun in them and roll around in them – and that’s what Boden is to me.
Boden: Our customers enjoy practical dressing. What key items should they be investing in?
GCH: “I’m slightly obsessed with coats: a great coat can really top off an outfit. Especially when working from home
From left: Maggie and Nancy
Boden: Our customers enjoy practical dressing. What key items should they be investing in?
GCH: “I’m slightly obsessed with coats: a great coat can really top off an outfit. Especially when working from home a lot, you may wear an outfit that you can feel comfortable in, but throw on a great coat and you feel instantly put-together, even if it’s just for the school run. So, go to the back of your wardrobe, pull out all your statement coats and rotate them for any outing.
“I’m also a real advocate for silk shirts: they instantly pull your look together. Silk falls so effortlessly – it glides rather than clings, so they’re a great option post-Christmas excess. Slide one under a cosy knit, cardigan or jacket; they also look great worn on their own in spring.
“Finally: stripes. They are functional, and can be as smart as a crisp cotton shirt or more casual. They are an easy way to bring in colour to your look with a brighter or multicolour stripe, or you can never go wrong with a brilliant rugby shirt or Breton.”
a lot, you may wear an outfit that you can feel comfortable in, but throw on a great coat and you feel instantly put-together, even if it’s just for the school run. So, go to the back of your wardrobe, pull out all your statement coats and rotate them for any outing.
“I’m also a real advocate for silk shirts: they instantly pull your look together. Silk falls so effortlessly – it glides rather than clings, so they’re a great option post-Christmas excess. Slide one under a cosy knit, cardigan or jacket; they also look great worn on their own in spring.
“Finally: stripes. They are functional, and can be as smart as a crisp cotton shirt or more casual. They are an easy way to bring in colour to your look with a brighter or multicolour stripe, or you can never go wrong with a brilliant rugby shirt or Breton.”
“[Stripes] are an easy way to bring in colour to your look with a
brighter or multi-colour stripe, or you can never go wrong with
a brilliant rugby shirt or Breton.”
“[Stripes] are an easy way to bring in colour to your look with a brighter or multi-colour stripe, or you can never go wrong with a brilliant rugby shirt or Breton.”
Boden: What are your styling rules to live by?
GCH: “First of all, not every trend is going to suit everybody, so I think people need to move away from the mindset that we have to follow all trends to be fashionable. Put your blinkers on and hone in on what works for you, your body shape, your age and your income. Shop at a level that you can afford. I’m quite bossy with some of my clients, and really remind them to be proud of being themselves.
“Stick to three colours within one outfit: it’s an easy rule to employ for any scenario and helps you look put together.
“Don’t feel that you have to stick to a certain colour palette at certain times of the year; if you have a favourite colour, or one that makes your complexion look great, wear it all the time. For example, soft pink isn’t just for summer: warm it up with burgundy in winter, then softer denim, pastels and whites in summer – Boden’s great at this.”
Boden: What are your styling rules to live by?
GCH: “First of all, not every trend is going to suit everybody, so I think people need to move away from the mindset that we have to follow all trends to be fashionable. Put your blinkers on and hone in on what works for you, your body shape, your age and your income. Shop at a level that you can afford. I’m quite bossy with some of my clients, and really remind them to be proud of being themselves.
“Stick to three colours within one outfit: it’s an easy rule to employ for any scenario and helps you look put together.
“Don’t feel that you have to stick to a certain colour palette at certain times of the year; if you have a favourite colour, or one that makes your complexion look great, wear it all the time. For example, soft pink isn’t just for summer: warm it up with burgundy in winter, then softer denim, pastels and whites in summer – Boden’s great at this.”
Ginnie Chadwyck-Healey
Boden: How do you create a sustainable wardrobe?
GCH: “The idea of creating a sustainable or ethical wardrobe from scratch is, without doubt, a daunting one; there’s the prospect of not being able to wear the brands you’re used to, and limiting your choices in terms of trends – not to mention having to spend a little more than you would normally. So try the ‘30 wears’ test: try to veer away from buying that statement piece you know you are only going to wear for one occasion, and instead invest in something with more longevity, more versatile pieces that can be styled in different ways. Invest in trans-seasonal clothes, and go for quality over quantity. You can be sustainable, stylish and feel good while doing it.”
Boden: Thank you, Ginnie.
Boden: How do you create a sustainable wardrobe?
GCH: “The idea of creating a sustainable or ethical wardrobe from scratch is, without doubt, a daunting one; there’s the prospect of not being able to wear the brands you’re used to, and limiting your choices in terms of trends – not to mention having to spend a little more than you would normally. So try the ‘30 wears’ test: try to veer away from buying that statement piece you know you are only going to wear for one occasion, and instead invest in something with more longevity, more versatile pieces that can be styled in different ways. Invest in trans-seasonal clothes, and go for quality over quantity. You can be sustainable, stylish and feel good while doing it.”
Boden: Thank you, Ginnie.
