Bosideng celebrated its 2026 Puff Collection at its London flagship store with an event themed “Innovation, in Full Bloom”.
Combining new-season styling, an outdoor model showcase, a floral workshop and conversations in store, the event brought the collection’s signature theme – “The Art of Soft Structure” – into everyday London life, celebrating contemporary women whose style is soft yet resilient, individual and free.
Roger Tredre, Course Leader of MA Fashion Communication at Central Saint Martins, University of the Arts London, joined as a special guest, alongside leading figures from the UK fashion industry. They shared their perspectives on Bosideng Puff, adding further highlights and inspiration to the evening.
The evolution of Puff down jackets: from category pioneer to fashion leader
As a pioneer of the Puff down jacket category, Bosideng has spent years refining its distinctive silhouettes. In 1995, the brand introduced its original rounded, “bread-loaf” down jacket, which quickly won public favour and laid the foundations for what would become Puff. In 2000, Bosideng first defined “Puff down jackets” as a lighter evolution of that original design. Between 2018 and 2026, Bosideng Puff designs appeared at all four major fashion weeks, featuring international design influences and sharing an understanding of how garments are worn in China. Through technical innovation and forward-looking design, Puff has evolved beyond winter warmth to become a Chinese downwear fashion icon on the global stage.
From pioneering the category to shaping its development, Bosideng has continued to move downwear towards a balance of fashion, lightness and warmth. Today, the Puff Collection introduces a new perspective, drawing on real life to give its designs greater emotional resonance.
Bringing the strength of softness into everyday London life
As down jackets evolve from a winter essential into a means of personal expression, the event explored how comfort and design can complement one another. Bosideng brought its “Puff Girls” concept to London through styling, floristry and face-to-face conversations, inviting guests to discover a winter look that reflected their own lifestyles.
The event centred on three personas: QUEEN SUPREME, GIRL ON THE GO and CITY ICON. QUEEN SUPREME expressed the styling possibilities of the two Master Puff styles with elegance and confidence; GIRL ON THE GO brought an energetic, active spirit to Fashion Puff; and CITY ICON interpreted Classic Puff through an effortless urban aesthetic. Together, the personas offered inspiration for different styling preferences and reflected the brand’s recognition of the many ways women live today. Being soft yet resilient is at the heart of the Puff Girls’ spirit.
In London, these styles translate naturally into everyday moments, from commuting and exploring the city to weekend escapes and social gatherings. Different silhouettes and styling combinations bring together lightweight warmth and individual expression, turning the theme of “Innovation, in Full Bloom” into something to experience first-hand.
Karen Wang, Managing Director of Bosideng UK, introduced the Bosideng Puff Collection to guests. She noted that 2026 marks Bosideng’s 50th anniversary. For fifty years, Bosideng has stayed focused on down jackets, its core category, while continually exploring the balance between function and fashion. The new Puff Collection carries this philosophy forward. It further improves lightness, warmth and comfort, while bringing together a soft feel, clean silhouettes and strong design, making the down jacket a practical choice for the city’s unpredictable weather as well as an expression of personal style and attitude. With designs that combine self-expression and everyday wearability, the collection responds to how people dress across different settings and moments, capturing its spirit: softness has strength, and comfort has character.
Roger Tredre, Course Leader of MA Fashion Communication at Central Saint Martins, University of the Arts London, noted that this year marks Bosideng’s 50th anniversary, and that his students had taken part in the brand’s 50th anniversary magazine project with Bosideng. Two students were also invited to Paris to see Bosideng’s 50th anniversary show. He highlighted Puff as one of Bosideng’s most representative collections and an important part of the Paris show. From the Paris runway to the London launch, he has seen the Puff Collection continue to renew itself in design and fashion expression. He congratulated Bosideng on the launch of its new Puff down jackets, praising the brand for building on its expertise in down while continually expanding the concept of what a down jacket can express through more fashion-led design.
Street encounters and floral creativity bring Puff Girls to life
Against the backdrop of Bosideng’s London flagship store, the outdoor Puff showcase took the new collection onto the street. Models embodied the three personas in corresponding Puff looks, carrying bouquets and Bosideng plush toys. As the models interacted with passers-by, the colours and silhouettes of the garments came to life, offering the public an informal opportunity to experience the collection’s design up close.
Inside, a floral workshop echoed the collection’s inspiration in the forms of flowers in full bloom. Guided by a florist, guests selected and arranged dried flowers to create their own pieces. The colours, shapes and textures of the flowers offered a hands-on way to explore the soft, voluminous lines of the Puff Collection, extending the theme of “Innovation, in Full Bloom” from clothing into personal creativity.
New-season displays and brand films connected the different elements of the in-store experience. Guests could examine garment details and explore styling possibilities through trying on pieces, taking photographs and exchanging ideas. A drinks reception offered guests, content creators and the brand team a relaxed setting for conversation, bringing fashion into dialogue with everyday experience.
Bosideng also invited Lucy Syed, a UK fashion influencer, to share her styling experience. She explained that the new collection combines warmth, clean silhouettes and modern urban style, and offers more options for different occasions through three styles: GIRL ON THE GO, QUEEN SUPREME and CITY ICON. Taking a black cropped Puff jacket as an example, she showed how wide-leg tailored trousers, knitwear and loafers create a sharp yet relaxed daytime look, while a fitted dress, a skirt or heeled boots make an easy switch to the evening. With a simple change of shoes and accessories, one down jacket moves from day to night, staying warm and comfortable while bringing more fashion expression to city dressing.
The Art of Soft Structure: designed for every way of dressing
The 2026 Puff Collection takes inspiration from flowers in full bloom, translating the softness and unfurling movement of petals into the lines of its garments. Its signature, “The Art of Soft Structure”, expresses the balance between a gentle feel and a silhouette that holds its shape. Shape, colour and texture define its aesthetic, while quality down, technical expertise and considered cuts address the practical demands of winter dressing.
Within the collection, Fashion Puff conveys a lively spirit through bud-inspired silhouettes, bright colours and soft fabrics. Classic Puff brings refinement to urban dressing through subtle lustre, muted tones and clean cuts. The two Master Puff styles combine full, voluminous silhouettes with layered styling to convey relaxed elegance and quiet confidence. Together, the range of shapes, fabrics and colours offers styling options for different occasions and lifestyles.
Connecting the brand vision with local experiences
In its 50th anniversary year, Bosideng used its London flagship store to connect the design of the Puff Collection with the everyday experiences of local consumers. From the outdoor model showcase to floral creativity and styling conversations in store, the event presented Puff Girls as an expression of different personalities, lifestyles and aesthetic choices.
Clothing is a form of self-expression, and age, profession and identity should not define the limits of personal style. Through lightweight warmth and considered design, the Bosideng 2026 Puff Collection invites every woman to move at her own pace and let her soft yet resilient strength come into full bloom.
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