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Bosideng brings latest lightweight jackets to London

By Xing Yi in London | | Updated: 2023-09-30 00:53
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Pietro Ferragina, creative director at Bosideng, explains the inspiration behind the designs. [XING YI / CHINA DAILY]

Bosideng, a major Chinese down-apparel maker, brought its latest lightweight jackets to London, England on Wednesday, after its runway show during Milan Fashion Week.

The series of lightweight down jackets designed by Pietro Ferragina, creative director at Bosideng, will be on display at the company's flagship store on Bond Street in central London until Oct 11.

At the opening of the static show, Ferragina explained the inspiration behind the designs, which boast interwoven Chinese and Italian cultural motifs, drawing elements from Italian lace craftsmanship and Chinese Su embroidery.

Ferragina said he was inspired by the flowers at Vinci Manor in creating his distinctive floral herringbone patterns, which break from traditional rib-style fine herringbone techniques.

Alba Garavito Torre, a fashion brand consultant based in Paris, came to attend the show's opening and said she was surprised by the way the apparel mixes creativity and utility.

"I think the creator made magic with the inspiration of the Renaissance and Chinese elements," said Torre, who added it is important for the Chinese brand to step onto the world fashion stages of Paris, Milan, and London as it promotes itself.

"The current fashion trends are about minimalism and sustainability but with something different in the details," she said. "I would like to see more eye-catching details that Chinese brands bring to the industry."

Alba Garavito Torre (left), a fashion brand consultant based in Paris, and Aminah Ali, a London-based fashion and lifestyle social media influencer, try out down jackets in Bosideng's flagship store in London. [Photo provided to China Daily.]

Aminah Ali, a London-based fashion and lifestyle social media influencer, said she really liked Bosideng's flagship store.

"It's amazing when you come in. There's a lot of space and it's very aesthetic," she said. "I love the puffer materials of the down jacket. But we don't see that enough on the runway. So that's been great to see Bosideng bring it to the Milan show and here."

Aaron Hold, manager of the Bosideng flagship store, which was launched last year after a renovation, said: "We are surrounded by some of the world's most leading brands and positioning among them is a statement in itself that we are one of these brands too. We see a lot of customers from all over the world, not necessarily just Chinese, there are customers from Europe, from the Middle East, from the United States as well.

"They're repeat customers, and they recommend us to their friends, and I think that's so important because it's a true testament supporting the brand."

Since its founding in 1976, Bosideng has been focused on the production of down jackets and has participated in numerous international fashion weeks and collaborated with renowned designers to innovate lightweight down jackets.

Models showcase Bosideng's lightweight down jackets in London. [Photo provided to China Daily]
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