For the first time in its history, the Chinese down jacket specialist, which is set to celebrate its 50th anniversary in 2026, showed at Paris Fashion Week. Aside from this news, which went virtually unnoticed, Bosideng has just recruited a new creative director from Dior, a certain Kim Jones.
The year 2025 will mark a milestone in the evolution of Bosideng in more ways than one. First, by allowing the Chinese leader in outerwear to hold its first fashion show at Paris Fashion Week with its spring-summer 2026 collection.
Secondly, by recruiting Kim Jones, the living memory of luxury streetwear at LVMH. Having worked at Dior, Fendi, and Louis Vuitton, the globetrotting British designer’s mission is to design a new high-end line called Areal, confirming a more overt strategy of moving upmarket for the Chinese fashion brand.
A part-time creative role
After leaving Dior Homme in 2024 (following a nearly seven-year tenure) and Fendi Femme at the beginning of the year, Kim Jones reappeared where no one expected him.
On October 21, the 52-year-old designer made Bosideng his new home.
Virtually unknown in France, the company owned by the giant Bosideng International Holdings Limited, listed on the Hong Kong Stock Exchange, is China’s leading outdoor clothing brand. Its 36.7% market share is thought-provoking, almost suggesting an oligopoly in its country of origin.
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Featured photo: © Bosideng
