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BOSIDENG Hosts World’s First Sunproof Apparel Show at BJIFF
Wandering back and forth in time and space, camera covers time and space with a veil of ambiguity. Along the blurred timeline, the present and past were juxtaposed in co-existence. Director Alain Resnais in French New Wave took a unique approach and let the storyline unfold in changing time and space in the film Last Year at Marienbad, leaving the audience in a world of infinite possibilities.
Fashion stands timeless in cinema, just like how fantasy and memory are intertwined in reality.
▌BOSIDENG at the BJIFF Film & Fashion Section
BOSIDENG hosted world’s first sunproof apparel show by the Yanqi Lake at the foot of the Yan Mountains on April 18 at the invitation of the 14th BJIFF.
Gao Dekang, Chairman and President of Bosideng International Fashion (China) Co., Ltd.
BOSIDENG Show
Seated along Kuilongwen Welcome Avenue, the runway was decorated with ancient city elements of the Han dynasty and set off by the magnificent and sublime venue of the Beijing Yanqi Lake International Conference Center featuring eaves and arcs of the Han and Tang dynasties about 100 meters away. The roof rafter installation designed by Pietro Ferragina, Italian designer and Creative Director of BOSIDENG, are like flying dancers arranged in cross shape. Against such timeless installation, the BOSIDENG show unfolded in changing light and shadow.
BOSIDENG show
When planning the show, Pietro Ferragina said, “The runway design was inspired by the film Last Year at Marienbad. Based on film scenes, the show created a dreamy runway in cinematic montages on Kuilongwen Welcome Avenue.”
Pietro Ferragina at the show
To celebrate the newly launched Film & Fashion Section, the 14th BJIFF extends invitation of renowned filmmakers at home and abroad, fashion designers, international guests and diplomatic officials to empower the converged communication and development of fashion and film. The venue of the Film & Fashion Section is set on the Kuilongwen Welcome Avenue of the Beijing Yanqi Lake International Conference Center. The leading fashion brand BOSIDENG in China was invited to present the fusion of film and fashion.
As the host of the BJIFF Film & Fashion Section explained, the section aims to “empower the promotion of Chinese fashion via cinema, and mobilize Chinese fashion brands to facilitate cinematic development”. The dazzling fashion show presented by BOSIDENG set the example of “promoting fashion through film”, in which case domestic fashion brands advance the development of Chinese films and outstanding Chinese films support domestic fashion brands in turn.
BOSIDENG show
▌BOSIDENG started sunproof apparel 2.0
In recent years, the public have been increasingly aware of the importance of sunproof apparel. It’s become a daily necessity. However, the market is full of sunproof apparel with varied quality, single function and a lack of fashionable design, falling far short of consumer expectations.
From 2020 on, BOSIDENG has been working on the R&D and design of specialized sunproof apparel that better fits Chinese, and constantly exploring fabrics, technological feature, color, fit and comfort to fix the trigger points of sunproof demands. BOSIDENG and GTTC formulated standards for high-quality sunproof apparel, and launched a collection of effective and fashionable sunproof apparels in 2022. Based on continuous R&D and innovation driven by technology, BOSIDENG brought sunproof apparel to next level with the sustainable philosophy of “washable and long-last sun protection” in 2023.
BOSIDENG show
BOSIDENG started sunproof apparel 2.0 in 2024 by launching a new collection of stylish professional sunproof apparels. The company broke the single form of conventional sunproof apparel, and paid more attention to R&D of sunproof feature, color and stylish design. It initiated collaboration with international luxury designers. Numerous stars and celebrities put its collection on. The sunproof apparel becomes a must-have item this summer.
Pietro Ferragina fine-tunes a model
Pietro Ferragina is fond of Chinese culture, and appealed by mysterious and classic Oriental colors. He combined Oriental colors and Western cut perfectly in his design, advanced the branding of BOSIDENG with the artistic fusion, and further expanded the fusion in the entire portfolio.
The show consists of multiple themes, such as “Sun Guard”, “High Luxury”, “Show Exclusive”, “Show Exclusive + Urban Light Outdoors”, “Women’s/Men’s Shell Jackets + Ultralight Down Series”. Each theme showcases different styles of sunproof apparels set in different film scenes, such as light urban sportswear, daily commuting and fashionable and functional style, etc. The show highlighted the innovative design and application of unique fabrics in sunproof apparel. The high-tech fabrics ensure greater sunproof and wear comfort.
Sun Guard line
Under the theme of “Sun Guard”, the Sun Guard 3.0 sunproof apparel, which records an annual sales volume of more than 1 million pieces, was displayed. The design adopts shades of cherry blossom, green grasses and other natural elements in spring and summer, and offers colorful sun-protective lightwear under the scorched sun outdoors.
High Luxury line
The “High Luxury” theme refers to collaboration with designers and silk wear. With a focus on cultural fusion, the line adopts traditional Chinese cultural elements of the Han and Tang dynasties, silk and traditional tie-dye to integrate Oriental aesthetics and modern fashion.
“Show Exclusive + Urban Light Outdoors”
The “Show Exclusive + Urban Light Outdoors” theme highlights the concept that “sunproof apparel is functional”, and uses yarn. As for accessories, inspirational elements like ballet flats and pearl clutches are adopted to design hats, handbags and shoes. In this way, the outfit becomes more stylish and artistic. And a wide range of choices are provided to match dress codes in various scenarios.
BOSIDENG show
Founded in 1976, BOSIDENG specializes in the R&D, design and production of down apparel, and devotes itself to the transformation of down apparel from warming to technological and fashionable wear. Over the past 47 years, the company’s been fully committed to innovation in feather fabrics, fabrics, processes and fits, and owns 350 patents and 235 corporate technology standards. The quality and warmth of its down apparels are widely acclaimed at home and abroad, winning the favor of more and more mainstream and young people groups.
Guests at the BOSIDENG show
Stars, celebrities and guests from cinema, music and fashion communities at home and abroad present at the BOSIDENG show include Shang Wenjie, Guo Xiaodong, Sun Qian, Lou Yixiao, Aduo, Wang Danni, Zheng Hao, Xu Yizhen, Lan Tianqi, Zhang Xu, Hu Zhen, Jia Qing, Xu Haiqiao, Ren Tianye, Wu You, Sun Yue, Lin Linqi, Chinese director Zhang Li, David White, winner of Academy Awards and Australian film sound designer, renowned Austrian female director Jessica Hausner, and Roger Tredre, a course leader for the MA Fashion Communication program at Central Saint Martins, University of the Arts London, etc.
At the lush lakeside of Yanqi Lake this April, light and shadow set off the light sunproof apparels, and new ideas about fashion were presented in film scenes. BOSIDENG’s “more fashionable professional sunproof apparel” became the fashion highlight of the BJIFF, leading the timeless recording of fashion in cinema.
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