On October 25, 2025, Bosideng, China’s leading downwear brand, and British designer Kim Jones debuted AREAL worldwide. In Shanghai, the brand opened a dedicated pop-up and staged the global launch of the AREAL Fall/Winter 2025 Collection, followed by a gala dinner. Together, the events offered a comprehensive view of the new line and underscored the growing significance of partnerships between Chinese brands and the global fashion industry. Distinguished guests and industry leaders from across sectors attended to mark the milestone.
AREAL unites Bosideng’s 49 years of down expertise with Kim Jones’ forward-looking vision. Designed for modern professionals, AREAL raises the bar to deliver downwear for every setting. Having led major luxury houses, Kim Jones is known for balancing elegance and function, creating pieces that are both elevated and offer everyday ease. Guided by a shared spirit of exploration, Bosideng and Kim Jones push design forward while staying true to real dressing needs.
The AREAL pop-up opened first at Jing’an Kerry Centre, one of Shanghai’s leading commercial landmarks. Inspired by the infinity symbol, the space offers an exploration of spatial aesthetics and the philosophy of dressing. At the unveiling, Mr. Gao Dekang, Founder of Bosideng and Chairman & President of Bosideng Group; Kim Jones, the British designer responsible for the creative direction of AREAL; Katherine Zhang, Vice President of Kerry Properties (China) Project Management Co., Ltd.; and Mr. Yu Shi, BOSIDENG Brand Spokesperson, among others, cut the ribbon together, marking an important step forward for BOSIDENG in the fashion industry. A distinctive figure of eight installation continues from the façade into the interior, signaling the collapse and reconfiguration of boundaries between function and fashion, and between outdoor and city life. It precisely echoes the core idea of AREAL to break boundaries and keep moving forward, whilst giving visitors an environment shaped by technical sensibility, avant-garde aesthetics, and a spirit of exploration.
Bringing Eastern craftsmanship to a global audience, the launch and gala presentation of the AREAL Fall/Winter 2025 Collection opened at Shanghai North Bund Bay. The exhibition used architectural staging with a strong sense of technology and modern refinement to present a strong image of contemporary Chinese design. Each look expressed the collection’s core values of functionality, authenticity, modernity, heritage, and layering.、
AREAL draws on the essence of Chinese nature and the rhythm of modern life, merging Bosideng’s technical expertise with Kim Jones’ contemporary aesthetic. Guided by the idea of warmth with style and luxury within reach, the collection reimagines downwear through a layered transformation system that allows a single piece to move easily across settings and roles. It proposes a modern wardrobe in which functionality and elegance are in harmony. This season, the collection works with top-grade wool, bespoke fabrics, and Bosideng’s proprietary technical textiles. Precise tailoring, including structured high stand collars and carefully engineered sleeves, is combined with industry-leading downproof and heat press techniques, reinterpreting all categories of downwear. Considered craftsmanship details turn each piece into a clear statement of exploration, tracing a journey that moves from China to the world and brings the world back to China. Industry leaders and brand partners were in attendance, engaging with AREAL as well as Bosideng’s collaborative, forward-looking vision.
The panel sharing offered a substantive exchange that elevated the conversation between Chinese brands and the global fashion community. Participants included Mr. Gao Dekang, Founder of Bosideng and Chairman & President of Bosideng Group; Kim Jones, the British designer responsible for the creative direction of AREAL; Mr. Simon Collins, Founder of House of Collins Consulting Shanghai, Distinguished Visiting Professor at Tsinghua University, and Chief Creative Officer of the Design Innovation Institute Shanghai; Ms. Sun Wenqian, Executive Director of MoCA Shanghai, The Chair of Art Momentum; and Mr. Johannes Neubacher, Chief Content Officer of WWD China. They examined market dynamics, business strategy, brand building, and the intersection of fashion and art from multiple perspectives. Regarding AREAL, Kim Jones said: “AREAL is Area plus Real. It speaks to an ongoing exploration of what is yet to be defined. With this collection, I want to show that luxury is within reach. My aim is a true union of style and warmth, bringing luxury performance wear a step closer to everyday life.” Mr. Simon Collins also remarked: “Today, ‘luxury’ and ‘luxury design’ have transcended their role as distant symbols. A contemporary fashion piece is expected to fulfill aesthetic appreciation while simultaneously integrating into and elevating the more diversified lifestyles of consumers.” The discussion brought together distinct professional perspectives, touching on everything from advances in design aesthetics to innovation in brand expression, from changing market trends to the reshaping of consumer values. It was a genuine meeting of minds that reflected the dynamic exchange between Eastern craftsmanship and a global creative outlook.
AREAL extends beyond apparel. It opens a new cross-pollination of Eastern and Western creativity and deepens the exchange between Chinese fashion and the global arena. Bosideng will carry this momentum forward with technical excellence and a spirit of exploration.
