On October 25, Chinese down jacket brand Bosideng joined hands with British designer Kim Jones to launch a new series AREAL globally. The event was held in Shanghai, where the brand opened an exclusive pop-up store at Jing’an Kerry Center and held the AREAL 2025 Autumn and Winter Series global press conference and dinner. The two events comprehensively demonstrated the design concept and style connotation of the new series, and also highlighted the importance of the deepening cooperation between Chinese brands and the global fashion industry.
AREAL integrates Bosideng’s 49 years of down expertise and Kim Jones’ forward-looking design concepts to create high-quality down jackets suitable for multiple scenarios for modern urban elites, setting a new standard in the industry. As the helmsman of a number of top luxury brands, Kim Jones is known for her balance between elegance and functionality. Her creations are both high-end and practical for everyday use. Led by a common spirit of exploration, Bosideng and Kim Jones continue to promote design innovation while adhering to real wearing needs.
The first stop of the AREAL pop-up store was at Jing’an Kerry Center, Shanghai’s landmark commercial center. The space is inspired by the “∞” infinity symbol, extending the exploration of “dressing philosophy” with space aesthetics. At the opening ceremony, Bosideng founder, Bosideng Group Chairman and President Gao Dekang; British designer Kim Jones; Kerry Construction Group Commercial Vice President Zhang Fang; and Bosideng brand spokesperson Yu Shi and others jointly cut the ribbon, marking an important step for Bosideng in the fashion field. The “8”-shaped device extending inside and outside the store symbolizes the reorganization and integration of boundaries between function and fashion, outdoor and city, accurately echoing AREAL’s core concept of breaking boundaries and continuing to move forward, creating an immersive experience space for visitors that combines a sense of technology, pioneering aesthetics and a spirit of exploration.
The AREAL 2025 autumn and winter series conference and dinner were held in Shanghai’s North Bund, presenting the beauty of oriental craftsmanship to the global stage. The exhibition design uses an architectural setting to present a sense of technology and modern charm, creating a visual image of contemporary Chinese design. Each look embodies the core values ​​of the collection: functionality, authenticity, modernity, heritage and layering.
AREAL draws inspiration from China’s nature and the rhythm of modern life, integrating Bosideng’s technical strength with Kim Jones’ contemporary aesthetics. Based on the concepts of “coexistence of temperature and style” and “reachable luxury”, the series reinterprets down jackets through a stacking system, allowing a single piece of clothing to freely switch between multiple scenes and roles, creating a modern wardrobe that is both functional and elegant. This season’s series uses top-quality wool, customized fabrics and Bosideng’s self-developed technical textiles, combined with precise tailoring (such as high stand-up collar structure and exquisitely tailored sleeve design) and leading anti-drilling velvet and heat-pressing technology to create a new interpretation of the entire down jacket category. Each work embodies the spirit of exploration in the details of exquisite craftsmanship, depicting a journey of “starting from China, going to the world, and then bringing the world back to China.” At the launch site, many industry leaders and brand partners witnessed Bosideng’s innovative vision and international layout.
The forum promoted in-depth exchanges between Chinese brands and the global fashion industry. Guests attending the event included Gao Dekang, founder of Bosideng, chairman and president of Bosideng Group; British designer Kim Jones; Simon Collins, founder of Collins Consulting Shanghai, distinguished visiting professor at Tsinghua University, and chief creative officer of Shanghai Innovation and Creative Design Institute; Sun Wenqian, executive director of Shanghai Museum of Contemporary Art and chairman of Art Action; and Zhang Dachuan, chief content officer of WWD China. The guests discussed from multiple dimensions such as market trends, business strategies, brand building, and the intersection of fashion and art. When talking about AREAL, Kim Jones &&: “AREAL is the combination of Area and Real, which represents the continuous exploration of undefined areas. I hope to convey the concept of ‘luxury within reach’ through this series, achieve the perfect fusion of style and temperature, and integrate high-end functional clothing into daily life.” Simon Collins added: “Nowadays, ‘luxury’ and ‘luxury design’ are no longer distant symbols. Fashion items must not only meet the needs of beauty, but also seamlessly integrate and enhance consumers’ more diverse lifestyles.” This dialogue brought together multiple professional perspectives, from design aesthetic innovation to brand expression innovation, from market trend changes to the reshaping of consumer values. It truly realized the in-depth collision of Chinese and Western ideas and demonstrated the resonance of Eastern ingenuity and global creativity.
AREAL is not just about clothing, but also opens up a new intersection of Eastern and Western creativity, deepening the exchange and integration of Chinese fashion and the global fashion industry. Bosideng&& will continue this potential with excellent craftsmanship and exploration spirit in the future, opening a new chapter.