“It's all about accessories for injecting individuality into your look. Find your festival favourites from fedora hats and floral crowns to bumbags and body glitter, play up your partywear with a pop of pastel nail polish and make a statement in oversized sunglasses. Forget less is more, this season we're all for out-there hair, beauty and jewellery.”Pressed Powder
boohoo
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
boohoo's homepage, one archived capture a year from 2008 to 2026: what it led with, quoted from each capture, and how it looked. boohoo publishes too few dated blog posts or press releases to measure its writing.
- Homepage captures
- 17
- First capture
- 2008
- Latest capture
- 2026
- Pages measured
- 1
1 page only. boohoo publishes too few dated blog posts or press releases to measure its writing, so this page shows its homepage over time instead.
01 · Homepage
One capture a year
boohoo's homepage from 2008 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of boohoo’s homepage (boohoo.com) as archived by the Internet Archive on 5 Jul 2026. © boohoo or its licensors. Shown for comparison and review; not endorsed by boohoo.
Homepage
2026
No headline in this capture
Page title
boohoo | Womens and Mens Clothes | Shop Online Fashion
- 2015Introducing our boohoo brands
- 202030% off all menswear*
- 202230% OFF MENSWEAR*
- 202340% OFF MENSWEAR*
- 202430% OFF MENSWEAR!
17 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · In its own words
What it sounded like
Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.
“It's all about accessories for injecting individuality into your look. Find your festival favourites from fedora hats and floral crowns to bumbags and body glitter, play up your partywear with a pop of pastel nail polish and make a statement in oversized sunglasses. Forget less is more, this season we're all for out-there hair, beauty and jewellery.”Pressed Powder
03 · Every page
All 1 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 1 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.
20181 page
- Pressed Powderby Feb 2018 · press · 434 words · archived
04 · Method
How this was measured
The pages
boohoo's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.