On October 25, 2025, China’s leading down apparel brand Bosideng joined forces with acclaimed British designer Kim Jones to present the new AREAL collection to a global audience. The unveiling took place in Shanghai, where Bosideng launched an exclusive AREAL pop-up store at Jing’an Kerry Centre and hosted the global launch event and dinner for the Autumn/Winter 2025 collection. Together, the two events offered a comprehensive introduction to the collection’s design philosophy and stylistic vision, while underscoring the growing importance of collaboration between Chinese brands and the global fashion industry. Distinguished guests and industry leaders from across fashion, design, and culture gathered to witness this landmark moment.
Bringing together Bosideng’s 49 years of expertise in down apparel and Kim Jones’s forward-looking design language, AREAL introduces a new generation of premium down garments tailored for modern urban lifestyles. Designed for versatility across multiple scenarios, the collection establishes a new benchmark in contemporary down apparel. As the creative force behind several leading luxury houses, Kim Jones is celebrated for his ability to harmonize elegance with functionality. His design philosophy merges refined luxury aesthetics with everyday practicality. Guided by a shared spirit of exploration, Bosideng and Kim Jones pursue continuous innovation while remaining grounded in the real needs of modern wearers.
The first AREAL pop-up store opened at Shanghai’s landmark commercial destination Jing’an Kerry Centre. The spatial concept draws inspiration from the infinity symbol (∞), extending the collection’s exploration of a new “philosophy of dressing” through architectural design and spatial aesthetics. At the opening ceremony, Gao Dekang, founder of Bosideng and Chairman and President of the Group; Kim Jones; Zhang Fang, Vice President of Commercial Operations at Kerry Properties; and Bosideng brand ambassador Yu Shi, among other guests, jointly cut the ribbon, marking an important milestone in Bosideng’s evolution within the global fashion landscape. A striking figure-eight installation, extending both inside and outside the store, symbolizes the reconfiguration of boundaries between function and fashion, outdoor exploration and urban living. This design concept reflects AREAL’s core philosophy of transcending boundaries and continually moving forward, creating an immersive environment that blends technological sophistication, avant-garde aesthetics, and a spirit of discovery.
The AREAL Autumn/Winter 2025 global launch event and dinner took place at North Bund Bay in Shanghai, presenting the beauty of contemporary Eastern craftsmanship to the world. The exhibition employed architectural staging and spatial composition, conveying a sense of technological refinement and modern elegance while offering a powerful visual expression of contemporary Chinese design. Each look embodied the collection’s core values: functionality, authenticity, modernity, heritage, and layered styling.
Drawing inspiration from China’s natural landscapes and the rhythm of modern urban life, AREAL seamlessly integrates Bosideng’s advanced technological expertise with Kim Jones’s contemporary aesthetic vision. Guided by the concepts of “warmth with style” and “luxury within reach”, the collection reimagines down apparel through a modular transformation system, enabling a single garment to adapt fluidly across multiple environments and occasions, forming a modern wardrobe that balances functionality with elegance. This season’s collection features premium wool, bespoke fabrics, and Bosideng’s proprietary technical textiles, combined with precision tailoring, advanced anti-down-leakage construction, and heat-bonding techniques that redefine the technical and aesthetic boundaries of down apparel. Each garment reflects meticulous craftsmanship and an enduring spirit of exploration, telling a story that begins in China, engages with the world, and ultimately brings global inspiration back to China. The launch event also brought together leading voices from across the fashion and creative industries to explore Bosideng’s evolving global vision.
A dedicated forum facilitated dialogue between Chinese brands and the international fashion community. Participants included: Gao Dekang, Founder and Chairman of Bosideng Group; Kim Jones, British designer; Simon Collins, Founder of Collins Consulting Shanghai, Distinguished Visiting Professor at Tsinghua University, and Chief Creative Officer of the Shanghai Institute of Innovation & Creative Design; Sun Wenqian, Executive Director of the Shanghai Museum of Contemporary Art and Chair of Art Power China; and Zhang Dachuan, Chief Content Officer of WWD China The discussion examined a wide range of perspectives, from evolving market trends and brand strategy to the intersection of fashion, art, and culture. Through this exchange of diverse viewpoints, spanning design innovation, brand storytelling, consumer values, and industry transformation, the dialogue highlighted the powerful resonance between Eastern craftsmanship and global creativity.
On January 16, 2026, the premium AREAL line officially entered the Galeries Lafayette Haussmann flagship store in Paris. This marked the collection’s first overseas public presentation since its launch in 2025 and made Bosideng the first Chinese down apparel brand invited to open a pop-up store at Galeries Lafayette. The milestone also signified the series’ official entry into the European Union market.
Founded in 1893, Galeries Lafayette Paris has long been regarded as a cradle of European fashion culture and a benchmark for high-end fashion brands. Bosideng’s invitation to present the AREAL collection there represents a powerful recognition of the brand’s design innovation and technical excellence.
Attendees at the event included (from left to right): Arnaud Melilli, Head of Asia-Pacific Investment, Choose Paris Region; Zhao Qian, Chair of the China New Couture Association; Gao Jianting, General Manager of International Business, Bosideng Group; Arthur Lemoine, CEO of Galeries Lafayette Group; and Thierry Varnier, Director of Customer Development and Marketing Operations, Galeries Lafayette
Entering Galeries Lafayette marks not only an important step in Bosideng’s expansion into the European market, but also demonstrates how Chinese fashion brands, driven by design excellence and technological innovation, are gaining the confidence of the world’s most prestigious retail platforms. Through continuous innovation and strategic collaboration, Bosideng is elevating down apparel toward premiumization, fashion-forward design, and global influence. The brand is forging a sustainable and replicable pathway for Chinese fashion brands to expand globally. In doing so, Bosideng is helping accelerate the transformation from “Made in China” to “Created in China.”
