Jing Ji Guan Cha Wang·2026-01-19 00:36Core Insights - Bosideng's AREAL collection, launched in collaboration with British designer Kim Jones, marks the brand's first overseas presentation and entry into the EU market, highlighting its strategic expansion into high-end fashion [1][5] - The collaboration signifies a blend of Eastern practicality and Western luxury fashion design, showcasing Bosideng's commitment to redefining modern luxury through innovative aesthetics [2][5] Group 1: Product Launch and Market Entry - The AREAL collection was unveiled at Galeries Lafayette Haussmann in Paris, representing a significant milestone for Bosideng as the first Chinese down jacket brand to open a pop-up store there [1] - The collection is inspired by global lifestyle rhythms and integrates Bosideng's 50 years of down insulation technology with Kim Jones' modern aesthetic, creating a versatile urban dressing system [2] Group 2: Brand Recognition and Strategic Positioning - The invitation to showcase at Galeries Lafayette is seen as a high recognition of Bosideng's design value and brand expertise within the European fashion landscape [2] - The AREAL collection emphasizes a core philosophy of "temperature and style, luxury art is not a luxury," aiming to redefine the boundaries of functional aesthetics in modern luxury [2][3] Group 3: Immersive Experience and Brand Engagement - The pop-up store features an immersive experience with a narrative theme of "Move Forward In AREAL," utilizing the infinity symbol as a visual element to represent the brand's ongoing exploration of dressing concepts and functionality [3] - The launch event attracted significant attention from local consumers, fashion buyers, and tourists, indicating the growing global appeal of the Chinese brand [3][4] Group 4: International Strategy and Future Outlook - Bosideng's presence at major international fashion weeks in London, Milan, New York, and Paris has established a stable international fashion voice for the brand [5] - The entry into Galeries Lafayette is a critical step in deepening Bosideng's European market presence and serves as a model for other Chinese brands aiming for global expansion through a combination of design and technology [5]