HONG KONG – March 26, 2026 – Where Eastern practicality meets the precision of Western tailoring, the ongoing collaboration between Bosideng and Kim Jones continues to redefine the shape of contemporary apparel. Following its debut at Galeries Lafayette Haussmann in Paris, AREAL arrives in Hong Kong at K11 MUSEA, marking the next chapter of the collection’s evolution and its first presentation in Asia.
Timed alongside Art Basel Hong Kong, the moment moves beyond a traditional launch. It signals a considered step in Bosideng’s global evolution, using its 50th anniversary as a platform to reframe the conversation around utility, design, and cultural exchange. Senior executives from Bosideng Group, British Designer Kim Jones, Jingjing Guo, ESG Ambassador of Bosideng Group, senior representatives from Art Basel, representatives from Hong Kong's business community, and influential Asian fashion authorities convened at the launch event to jointly celebrate Bosideng, a leading Chinese brand, carving out a new path in the global fashion narrative. Through AREAL, Bosideng positions a new dialogue between Eastern function and Western design language, expanding its relevance within an international context.
To mark the launch, Bosideng and Kim Jones hosted a private event in Hong Kong, bringing together figures across fashion, culture, and business to celebrate the brand’s continued global expansion.
（From left to right: Mr. Jet Gao, General Manager of International Business, Bosideng Group, Ms. Jessica Gao, General Manager of Public Relations, Bosideng Group, Ms. Jing Jing Guo, ESG Global Ambassador for Bosideng, Mr. Gao Dekang, Founder of Bosideng, Chairman of the Board and President of the Bosideng Group, Mr. Kim Jones, Creative Director of Bosideng AREAL, Ms. Dong Mei, Executive Director and Executive President of the Bosideng Group, Ms. Hattie Chen, Head of Board Office & Head of Capital Market)
Expanding Boundaries: A New Design Approach
For this season, Kim Jones builds on the foundation of the debut, refining the codes of functional dressing. Traditional notions of volume and protection are reworked into something lighter, more precise, and more fluid.
Rooted in a philosophy of “functional aesthetics,” the collection applies architectural silhouettes and controlled tailoring to create garments that move with the body. The down jacket is repositioned within a broader wardrobe system — adaptable, sculptural, and integral to everyday life.
“For me, this collaboration is about learning and mutual growth. We are bringing together Bosideng’s technical expertise with a different design perspective,” said Kim Jones. “I wanted to focus on clothes for real city life — pieces that are functional, but also feel confident, easy, and relevant.”
Exploring Possibilities: Function as System
AREAL continues to evolve as a complete wardrobe proposition. This season expands beyond down into a wider ready-to-wear offer, including tailored trousers, lightweight shirting, and transitional layers.
Layering becomes a central principle — a light down vest worn over a technical shirt, or a structured jacket paired with softer, draped trousers — reflecting a way of dressing that responds to the shifting conditions of city life.
This direction reflects a broader shift within Bosideng’s long-term strategy. As Chairman Gao Dekang notes: “This launch represents an important step in our next phase of growth. Working with Kim allows us to evolve not only how we design, but how we think about functionality as a category. Hong Kong provides the right global context to present that shift.”
From Paris to Hong Kong: A Shift in Context
Paris introduced AREAL to a global fashion audience; Hong Kong repositions it within a wider cultural landscape.
As a point of intersection between art, commerce, and community, K11 MUSEA reflects the same cross-disciplinary thinking that underpins the collection. Here, the work moves beyond the showroom into lived experience — from object to wardrobe, from concept to use.
Bridging Spheres: Establishing Global Cultural Resonance
Launching during Art Basel further situates Bosideng within a broader creative conversation. It reflects an ambition not just to participate in fashion, but to contribute to a wider cultural dialogue — one grounded in technical innovation, design clarity, and a more nuanced understanding of value.
Opening Night
The launch was further marked by an exclusive private dinner held during the global premiere of the AREAL Season 2 collection. Hosted by Bosideng Chairman Gao Dekang and British designer Kim Jones, the evening brought together a distinguished group of guests from across culture, business, and the arts.
Guests included Pansy Ho, Co-Chairperson and Executive Director of MGM China Holdings Limited; Adrian Cheng, Founder and Executive Chairman of ALMAD Group; Princess Alia Al-Senussi, Libyan Princess, cultural strategist and writer; Angelle Siyang-Le, Director at Art Basel Hong Kong; and Hong Kong actor Simon Yam, among other notable guests.
The dinner provided a setting for conversation and exchange around contemporary culture, art, and society, reflecting the broader dialogue that underpins the AREAL project.
As Bosideng enters its next chapter, AREAL defines a new perspective on functional apparel: not as seasonal necessity, but as a permanent part of a modern wardrobe. Through its collaboration with Kim Jones, the brand continues to shape a more progressive narrative — one that places Chinese innovation within a global design context.
