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Bosideng Men's Wear 2010 Spring Summer Fashion Conference
Bosideng Menswear launched its 2010 Spring and Summer collection with the brand concept of "Taste Life." This campaign aimed to encourage men to express different styles in various life situations, promoting a lifestyle that values fashion, comfort, and personal expression. The brand focused on shifting men's shopping habits from simply buying products to choosing clothing that aligns with their diverse lifestyles.
From the spring/summer 2010 season onward, Bosideng Menswear integrated fashion, style, comfort, and leisure into its designs. The collections featured tailored fits, premium fabrics, harmonious color schemes, and advanced production techniques. The product line was refined into four distinct series: “Exquisite Commerce,†“Simple Office,†“Cool Leisure,†and “Urban Sports.â€
During the launch event, male models took the spotlight, showcasing the four collections and giving the audience a direct glimpse into the latest designs. The event highlighted how Bosideng is helping Chinese men stand out in any setting, expressing their unique taste and confidence. The inclusion of foreign male models also signaled the brand’s growing international appeal.
As part of Bosideng Group’s broader strategy, the menswear division has received strong support and investment. In March, the leadership team conducted extensive research across second- and third-tier cities to better understand consumer needs. Based on this, they introduced the new brand positioning of “Taste Life.†On July 15th, Bosideng Menswear held a major event at the Bird’s Nest in Beijing, where it announced its new direction. The brand partnered with Wang Lee Hom, known as the “Quality Idol,†to represent the brand’s inner beauty—confidence and talent—and external appeal through his stylish presence.
Through its products, image, distribution channels, and brand identity, Bosideng Menswear has become a powerful force in the men’s fashion market, influencing both domestic and international brands.
Mr. Gao Dekang, Chairman of Bosideng International Holdings, emphasized that the menswear division has a professional team, a clear brand vision, and long-term goals. He expressed confidence in the team’s ability to achieve the goal of becoming a leading men’s brand, supported by the group’s resources and collaboration with partners.
As a leading Chinese apparel brand, Bosideng continues to push boundaries, exploring new markets and concepts. Its menswear line reflects a lifestyle-oriented approach, offering a unique brand experience that resonates with modern men who value quality and self-expression. With its momentum growing, Bosideng is set to make a lasting impact on the global fashion scene.