Bosideng Store Launch London

If, like me, you cut up South Molton Street from New Bond Street to Selfridges, you will have no doubt noticed the new building, similar to the Flatiron in New York, being constructed for Bosideng. Covered in sleek, black signage, I have long wondered who they are and what the brand is like. Yes, a quick Google would have done the trick, but it would ruin the suprise. 

However, the Chinese heritage brand have released a film prior to the launch on Thursday 26th which has been directed by filmakers Jamie Delaney and Keith Nally, based on the AW12 campaign imagery. Extreme slow-motion footage of landscapes, birds in flight and the clothing range were used to capture movement in extreme detail and bring the whole story to life. The film is supported with sound commissioned from The Famous Eno, that captures the fusion of east & west cultures.

Crafted to perfection, Bosideng will house a new premium collection of classically designed clothing with a commitment to quality and innovation. Utilising some of the world’s finest materials, the collection showcases a mix of clean lines, casual shapes and luxury sport, influenced by traditional British tailoring, found both in the craftsmanship and materials. Fusing Chinese and British cultures, the brands heritage in down is enhanced by introducing English tweeds mixed with technical nylons.