Chinese down jacket giant Bosideng has partnered with Italian fashion brand MSGM to launch the MSGM X Bosideng Puffer series.
On October 18th, Bosideng and MSGM launched a new collaboration of down jackets at the formers London flagship store.
The new collaboration’s launch was an interactive event. The design of the London store for the launch event was inspired by Puffer balls with the accent on their light, warm and fluffy characteristics. For visitors, it felt like stepping inside a down jacket.
British models wore the new MSGM x Bosideng Puffer down jackets. Paired with playful boots, the outfit integrates the fashion-led but practical details developed by MSGM. Function meets fashion for an inspired end result.
In attendance were fashion industry guests, media and influencers.
Elena and Nicholas, much loved British fashion bloggers, shared in the fun at the MSGM x Bosideng Puffer launch and provided consumers with style tips. They also shared insights on how to ensure consumers keep warm but still touch all the right fashion notes in cold weather.
Also present was Roger Tredre, Leader of the Fashion Communication Master’s course at Central Saint Martins, University of the Arts London and an editorial consultant to Vogue Business. He shared his thougts on the launch stating:
“Making a really good down jacket is one of the most technically challenging processes in fashion design. Bosideng has been doing this for decades – and collaborations such as MSGM x Bosideng Puffer are bringing the brand’s expertise to the attention of a much wider international audience. The potential is self-evident.”
Bosideng also displayed a documentary produced in cooperation with Brunel University London, introducing digital art works by Brunel students inspired by the Bosideng Puffer series. Professor Dong Hua, Head of the Creative Industries of the British Chinese Professors Association and first Dean of the School of Design of Brunel University London, personally introduced the collaboration.
She said that “This cooperation with Bosideng is excellent. In just two weeks students created nearly ten animations to interpret the concept of Puffer down from the perspective of young people.”
Bosideng considers London an important international showcase for its most innovative designs. The company, which was founded in 1976 and is a household name in China, first showed on the catwalk at London Fashion Week in February 2020. Meanwhile MSGM was founded in 2008 by Massimo Giorgetti. It interprets classic looks with a playful twist.
The MSGM X Bosideng Puffer collaboration series is the latest in a series of Bosideng collaborations to highlight the fashion potential of the down jacket. Bosideng’s ongoing Puffer series has proven an international hit, with millions of garments sold since the series was launched.
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