China’s Bosideng Makes Splashy Appearance at Milan Fashion Week
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For nearly half a century, Bosideng has been known mostly as a Chinese down outerwear manufacturer producing for other global brands such as Adidas and The North Face. But the company recently had a major moment at Milan Fashion Week, further cementing its transition from simply a manufacturer to a veritable high-end consumer brand.
At its Milan runway show, the Chinese company debuted its weightless down outerwear technology in pieces inspired by the Italian Renaissance. The show, held at La Vigna di Leonardo, the vineyard of Leonardo da Vinci, drew the likes of actress Leighton Meester, model Coco Rocha and freestyle skier and Bosideng global brand ambassador Eileen Gu.
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The show came on the heels of Bosideng being named on Brand Finance’s Apparel 50 2023 ranking, coming in at No. 47, up one spot from the previous year with $1.9 billion in brand value. The report applauded Bosideng for overcoming “the common challenges faced by Chinese brands in the global market by connecting with consumers and establishing itself as a distinctive player.”
Bosideng has been in the process of repositioning itself from a manufacturer for other labels to a consumer fashion brand in its own right. The company, which owns seven of China’s biggest and most advanced down production facilities, has designed its collections to demonstrate the company’s design talent along with its craftsmanship.
For its Milan Fashion Week pieces, Bosideng constructed pieces with floral interlocking textures made with intricate handcrafting techniques that break away from traditional rib-like stitching. The company invested a minimum of 500 hours of work on each piece, with its craftsmen combining Italian lace with traditional Chinese Su embroidery.
The outerwear pieces were made with goose down with 700-plus fill, integrated with proprietary heat- and moisture-balance systems and an exclusive high-stretch fabric.
Bosideng has plenty of experience with high-end fashion, having previously done collaborations with Jean Paul Gaultier and Takada Kenzo. The company has shown at fashion weeks in New York, Milan and London over the past three years, making investments that it hopes will further position it as a fashion contender.
