Supermodel Kendall Jenner on the runway in Milan – a familiar spectacle. But what’s the brand she’s wearing? The new name (to many Westerners, at least) is Bosideng, a Chinese label making a high-profile statement this September at the heart of the European fashion scene.
Bosideng is not primarily a designer fashion company. It’s a mainstream apparel business with sales of over $1.5 billion that makes down jackets for millions of Chinese as well as a growing number of global consumers. However, in recent years the company has launched upscale products and the company is putting a stronger emphasis on creativity.
The brand’s debut at Milan Fashion Week this month included a dazzling assemblage of down jacket looks inspired by Italian artist Ottavio Fabbri, dubbed the ‘Starmaker’ for his night sky works. Fabbri’s Starry Sky painting, created especially for the collaboration, provided the hyper-luminous pattern seen all over the starry duvet coats sent down the runway.
The new men’s and women’s outerwear collection, shown at Milan’s Triennale Design Museum, explored the idea of being close to nature under the theme ‘Starry Sky, Extreme Cold and Vast Land’. Embossed patterns of auroras, stars and bamboo forests were combined with high-tech performance materials in the form of reflective fabrics and biodegradable fibers, exploring the intersection of ancient civilization and modern technology and a point of union between eastern and western cultures.
