Bosideng taps former Dior designer as creative director for luxury sub-label

Chinese outerwear giant Bosideng has appointed British designer Kim Jones (pictured) as the creative director for its new luxury sub-brand, Areal, a high-end urban wear line.

According to Fashion Network, Bosideng’s own creative director Pietro Ferragina recognised that Jones brings a wealth of experience from some of the industry’s most prestigious houses. The appointment signals Bosideng’s growing ambition to position itself as a global brand, with the goal of elevating its presence in the luxury sector.

In his new role, Jones will make his debut with Areal for the Autumn/Winter 2025/26 season, unveiling a 15- to 20-piece capsule collection. Early details of the initial collection highlight clean lines and a sculptural perspective on winter attire, with colours and textures drawing inspiration from China's natural landscapes and metropolitan energy.

Prior to joining Areal, Jones held senior creative roles at globally renowned brands, including men’s artistic director at Louis Vuitton, artistic director at Dior Homme, and artistic director at Fendi.

Ferragina further revealed to Fashion Network that the luxury project Jones is leading will initially launch exclusively in China. A wider rollout to additional markets will be considered if the initial launch proves successful. 

MARKETING-INTERACTIVE has reached out to Bosideng for more information.

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Shanghai-based Bosideng, which is known globally for its technical down jackets, has expanded its presence to 72 countries over the last decade. The group has created Areal as a premium urban line, specifically designed to redefine the concept of the modern business down jacket. Its name, derived from the words 'Area' and 'Real', embodies both the spirit of exploration and the pursuit of true needs, with authenticity and uncompromising dedication.

The design philosophy merges Bosideng’s 49 years of experience in down technology with Kim Jones' vision, breaking the boundaries between outdoor functional wear and high-end fashion. With a focus on the modern professional navigating diverse climates and scenarios in urban life, AREAL offers downwear that balances functionality and aesthetics.

Positioned at a higher price point than the main Bosideng line, the sub-brand is slated for an initial launch in 50 select stores across China, supplemented by two pop-up locations.

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