Amid the fashion show by the Chinese down jacket brand Bosideng at the London Fashion Week starting from 17:00 on February 16, 2020, Beijing time, people in the audience from all over the world chanted "Stay strong, China", attracting great attention from the global media and causing heated discussions on the Internet.
Bosideng was added to the official agenda of this London Fashion Week as an independent brand, making it the first Chinese down jacket brand to appear at the London Fashion Week. As some Chinese brands and fashion media canceled their scheduled trips to this international Fashion Week due to the coronavirus epidemic, it was reported that "Chinese brands absent for international Fashion Week". Bosideng's wonderful down jacket show at the London Fashion Week showcased strength and confidence of Chinese brands on the international catwalk, making people from various countries in the audience cheer for China.
As one of the four major international fashion weeks and praised for being innovate and avant-garde, London Fashion Week has been closely followed by the global clothing industry as an important and indispensable platform for fashion forces of all countries to speak to the world. The appearance of Chinese brands has also become the focus of this London Fashion Week.
At the Bosideng show, Chinese red can be seen everywhere. Models from both China and other countries with Chinese national flags on their faces showcased fantastically designed down jackets on the catwalk. It was reported that highly saturated colors such as new fruit green, nuclear energy yellow and Van Gogh blue, embellished with popular elements such as reflective digital camouflage and dazzling colors, were boldly used for the show items, perfectly integrating fashion breakthroughs with professional down jacket technology.
The show climaxed when 54 models in red down jackets and the designer came on the catwalk for the closing and people in the audience began to cheer for China. Present guests from all over the world chanted "Stay strong, China" in Chinese to convey their blessings to China and Chinese brands.
After the show, present guests from China and other countries expressed their excitement after watching the show and their best wishes to China. One audience from the United Kingdom exclaimed: "This is the most special fashion week I have ever been to. Stay strong, China!". One Chinese living overseas who saw the show was even more excited. He exclaimed: "I'm so proud to see the Chinese national flag at the Fashion Week. Stay strong, China!"
People's Daily and Xinhua news agency wrote articles on their websites about the Bosideng show at the London Fashion week, amid which present guests from all over the world cheered for China. There were also other mainstream media that reported it.
As a Chinese brand that has been dedicated to making down jackets for 43 years, Bosideng sent its Chinese voice out at the London Fashion Week and was well responded to by audiences from all over the world. In addition to its excellent product quality and design, it is also a reflection of confidence and strength of Chinese brands on the international stage. In recent years, thanks to its overall strategy of “focusing on the main channel and focusing on the main brand”, Bosideng has been welcomed by the mainstream consumers, young people. With growth for two consecutive years against all odds, Bosideng has become the backbone of Chinese clothing in the global competition. In China, especially in Wuhan that was hit by a dramatic drop in temperature in a unusually cold spring, Bosideng donated 150,000 down jackets worth RMB 300 million which were delivered directly to the front line. On the international stage, this Chinese down jacket brand has once again led the world in passing on positive energy to China. At this London Fashion Week, China is present.