Disgruntled Middle Englanders have taken to the internet to express their disapproval over Boden's use of Christensen, who some users have deemed "too skinny" and "sultry", with an image at odds with Boden’s typical female customer.
The use of Christensen marks a change of tack for Boden, which has previously offered more wholesome images to front its advertising.
Boden's own website has become host to an array of moaning mothers, where disgruntled users have posted below a blog post championing Boden's use of the model.
One comment read: "I think Helena is completely wrong for Boden (at least how I perceive the brand), as I think she’s far too sultry and sexy. I don’t want to look overtly sexy sorry and have had to work hard to imagine myself wearing any of the clothes she has modelled. I'd prefer to see clothes on smiling, more normal-looking models, not someone who looks as if they’re trying to seduce me."
Another user called for the use of "Bodenistas" – real customers – to model their clothes, saying, "Although Helena Christensen is a gorgeous woman, she is a model and I would love to see non-famous women represent Boden. The 'Real Bodenistas' are the best for modelling their clothes."
However, not all comments on the site were against the use of Christensen. One 42-year-old mother said: "I unlike a lot of the people who have commented love to see Helena in the new Boden catalogue. Yes, she is a supermodel, but she is also a mother in her 40s (around 44 I think)."
A spokeswoman said: "We wanted to choose a model who would showcase our casual clothing in a more modern, urban style. Helena’s own style reflected the image that the collection portrayed.
"Our customers have told us they really liked it – and it was interesting how many of them recognised her right away. We are delighted to have her on board."