Former Dior Men's Artistic Director joins BOSIDENG as it further elevates its high-end positioning

BOSIDENG is continuously deepening its high-end fashion narrative.

Recently, BOSIDENG officially launched the new "AREAL High-End Urban Line" and announced the appointment of British designer Kim Jones as the creative director for this series.

Kim Jones has extensive experience in the luxury fashion sector, having served as the men's artistic director at Louis Vuitton for over seven years, during which he led the milestone collaboration between LV and the streetwear brand Supreme, earning him the reputation as a designer who "seamlessly connects classic and trend."

He later joined the LVMH Group, overseeing Dior men's wear and Fendi women's wear and haute couture collections, until he stepped down in early 2024.

BOSIDENG stated that the first AREAL collection, developed with Kim Jones, is set to launch globally in October this year, featuring over 20 designs in its first season, covering both men's and women's clothing and accessories.

Currently, six down jacket products have been launched on BOSIDENG's Tmall flagship store, priced between 2399 and 3999 yuan.

This collaboration significantly elevates the level of cooperation compared to BOSIDENG's previous partnerships with international designers.

BOSIDENG also emphasized that this collaboration is based on a long-term strategy rather than a short-term collaboration. Kim Jones will be deeply involved in the comprehensive development of the AREAL series, including design, visual arts, and global marketing strategies.

Market analysis suggests that Kim Jones's involvement is expected to inject internationally recognized fashion authority into BOSIDENG, addressing the brand's critical shortfall in high-end design and further strengthening its luxury narrative capabilities.

This highly anticipated collaboration is a continuation of BOSIDENG's long-term exploration of brand elevation and fashionization.

Over the past eight years, the price of BOSIDENG's main products has risen from approximately 500 yuan in 2017 to 1500-2500 yuan by 2025, with the high-end series "Dengfeng" even launching products priced at over 10,000 yuan.

In the high luxury segment above 5000 yuan, Moncler and Canada Goose still dominate, and BOSIDENG has yet to achieve a substantial breakthrough.

To this end, the brand has gradually extended its high-end strategy into investment and acquisition in recent years.

At the end of 2021, BOSIDENG established a joint venture with the German luxury sports brand Bogner, bringing its main and secondary lines into the Chinese market.

In 2024, it strategically invested in the Canadian luxury down jacket brand Moose Knuckles, holding over 30% of the shares.

While breaking into the high-end market, the new AREAL series also provides BOSIDENG with new possibilities to expand product wearing scenarios and break seasonal limitations.

In recent years, BOSIDENG has continuously explored non-winter markets, successively launching lightweight down jackets, jackets, and sun protection clothing as spring and summer functional products.

For the fiscal year ending March 31, 2025, BOSIDENG's brand down jacket business achieved revenue of 21.67 billion yuan, a year-on-year increase of 11%, with its proportion of the group's total revenue slightly decreasing by 0.4 percentage points to 83.7% During the same period, the increase in the proportion of wholesale and private label business, the lower gross margin of new category sunscreen clothing, and the rise in raw material costs collectively led to a decrease in gross margin by 2.3 percentage points to 57.3%.

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