Bosideng’s New Direction
Expectations are high for Shanghai-based Bosideng’s spring/summer 2014 collection.
The menswear retailer is hoping to enhance the company’s well-known premium qualities through a continued focus on fine tailoring, use of luxury Italian fabrics and upkeep of Chinese heritage.
Last year saw the appointment of Amelia Pretious as Head of Design and Buying. The former Crombie employee is said to have been brought on board to spearhead the new direction and design style of the brand.
Pretious’ debut looks to redefine the firm’s tailoring focus, with the introduction of narrower lapels, slightly dropped notch, slimmer sleeves and straight pockets.
The approach has been used to create a new profile for Bosideng, which showed as part of New York Fashion Week; one that lends itself to the warm-weather months.
Crafted from the finest Italian summer mohair and modern silks with real horn and shell buttons, the Bosideng SS14 range is available to buy on the brand’s website now. Prices range from £30 to £475.
The label has a single UK store on the corner of Oxford Street and South Molton Street – a number swamped by it’s 11,000 locations in China.