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The cover is a British royal twin sister wearing a Bosideng trench coat and down jacket, the picture source is Bosideng official Bo.
The winter winter down jacket has been rolled numb, and Bosideng came out a few days ago
Windbreaker and down jacket
, in collaboration with Burberry designers, directly hide the classic Michelin tire design of the down jacket.
The model replicates Tiffany’s breakfast elegance in a trench coat-style jacket on the runway, completely unrecognizable that she is a warm hard currency with a fluffiness of 800+ 90% of the filler.
However, compared with the peak series of Bosideng priced at tens of thousands of yuan in 2019,
5990
The price is still a little inferior.
In the years when I thought I had maintained close ties with the fashion industry, still
I can’t accept the fact that down jackets have become fashionable items
Of course
There may be some price as a hindrance to my acceptance
。
So sort out this logic,
It turned out that it became fashionable and I couldn’t afford it
。 Okay, more collapsed.
Put down jacket fashion rules
Once upon a time down jackets were
Sacrifice hue for temperature
A typical representative, when I was in middle school, I knew that girls in the liberal arts class wore coats in winter, and most of the men and women in the science class were wrapped in down jackets every day.
Don’t talk about passing by the boy you have a crush on when you go downstairs, it’s hard to say if the empty stairs can accommodate the two of you.
The standard for the heroine of Korean dramas in winter is an overcoat, and if you want to be more like a beautiful woman, it is best to show your legs.
Fashion is not afraid of cold in winter and not afraid of heat in summer
Some people still believe that urban beauty who enters and exits high-end office buildings can wear leggings.
but
The saying “fashionable people can’t get close to down jackets” has long been outdated
, the diva Rihanna loves to dress up on the street wrapped in a giant down jacket.
Fashion darling Kwon Ji Long also wears a bread suit and disguises himself as an ostrich.
There is no fashion in the world, and there are more people wearing down jackets, and down jackets have become fashionable.
Young people resolutely choose the former between warmth and fashion, and try to write fashion stories for down jackets.
However, putting on a down jacket is destined that the story will not be effortless.
Quilting can’t be too narrow is an entry-level rule, too many lines that Michelin tire feel up at once.
The color saturation should be low, and it must be matte, able to flash blue, red, purple, and wear tires that immediately transform into luminescence. Unless the inside is dramatic enough, it has the ability to create a chic atmosphere.
Or good enough to look
。 Here the idea is to put Liu Yifei’s jujube red down jacket pulp picture.
In order to solve the problem of bloated jackets forever, the first solution is to wear a short style to expose the waistline, the lower body must form a light contrast, and the heavy autumn pants must of course be said to be dame.
The second option is to open the down jacket to reveal the underwear, an extreme example of which is the beauty posing in the ski resort wearing swimming suits and geese.
If you really have to wear a long down jacket, you can’t go wrong with Koreans, and the favorite of idols is knee-high black or white.
When the long black down jacket is printed with the logo of China Play or Nortel, the value of the dress will be even higher.
It means that you are a person who is recognized in both the dimension of appearance and talent.
Of course, the core essence of wearing a down jacket out of fashion sense is still the same
Not good dressing
, whether open or bare shoulders, if it really is a warm tool, it loses.
The fashion of down jackets is so laborious in the final analysis is still the original sin of the material, loose fiber down is easy to flow and shrink, the thickness is uneven, if you want to fix it can not avoid the quilting, coupled with the fluffy characteristics of down born for warmth, at most can only become fashionable tires.
But anyway,
Young people who concave down jackets into fashion items clearly have more selfishness for the sake of their old cold legs
Down jacket “luxury” process
When hipsters are wearing down jackets, down jackets are also trendy.
Since about 2018, various clothing brands have begun to make efforts to promote down jackets to achieve luxury, while squeezing into the fashion circle, while taking the high-end route, commonly known as price increases.
The positioning is Loro Piana in the down jacket
Moncler
Leader
Launch of the Genius series.
Please come in one breath
“Valentino Creative Director Pierpaolo Piccioli, renowned stylist Karl Templer, Kawakubo Rei’s apprentice Kei Ninomiya, designers Simone Rocha and Sandro Mandrino, Godfather of trends Hiroshi Fujiwara, British designer Craig Green and Palm Angels designer and Moncler Art Director Francesco Ragazzi”
——Eight senior designers in the fashion industry with different styles, in
Milan Fashion Week
The down jacket is displayed as a work of art.
To add, Moncler is
Absolute contempt in a down jacket at the top of the chain
, is honored as “Feather Emperor”.
Like Loro Piana, firstly, it is positioned at a high-end and brand premium, and secondly, it uses top-quality materials and first-class workmanship, and it is said that only the best quality “four pieces of goose down” are used from the lower neck to the chest and abdomen.
The Genius project was continued,
In 2020, JW Anderson and RIMOWA also joined the lineup
As Moncler’s CEO Ruffini said,
“Embracing the new generation and catching up with fashion trends”
It has become something that down jacket brands want to do.
For Moncler, a basic model costs at least 1w, and there are countless people who are sought after.
And traditional professional down jacket brands, such as Bosideng, China’s most well-known brand, need a makeover.
In 2017, Bosideng was officially made when it was sluggish because of the development strategy of Four Seasons clothing
Return to down jacket products and brand upgrades
decision.
Ennio Capasa, former creative director of Karl Lagerfeld and Italian ghost designer, was invited to launch a joint collection.
Appeared on New York Fashion Week in September, Anne Hathaway, supermodel AA personally on the top
Since then, Bosi has continued to launch high-end outdoor series, puff series, urban outdoor series, peak series and other high-end products.
Among them, the unit price of the peak series reached up to 11,800 yuan, which caused heated discussions on the Internet
In the same year, Bosideng also made an appearance
Nicole Kidman
Wearing a Bosideng color-blocking long down jacket,
Supermodel Ken Bean
Walking the catwalk for the Chinese brand for the first time, he opened with a long down jacket from the Bosideng Ground Series.
At the end of 2019, Bosideng was reconciled
Jean-Paul Gautier, former design director of Hermès and French master
Cooperate to create “Chinese down jacket joint series that can lead international design trends”.
From “grandma’s down jacket” to fashion trendsetters, Bosideng’s evolution is rapid.
In addition to the transformation of professional down jacket brands,
Luxury brands and trendy brands
The development of down jackets has not fallen behind.
Gucci and The North Face are co-branded
, Printing double G old flowers on the down jacket, and transforming into a gorgeous court style is not against the peace.
Bottega Veneta carries the classic weaving style to down jackets.
Balenciaga is famous for its bread clothes, the more fluffy the filling, the better, and the addition of a stand-up collar scarf to wrap yourself up completes the sense of security of hipsters.
Lenki Lenki wins with bright colors, silver, purple, no fashion confidence, dare not wear it on the street.
Marques’ Almeida is also one of the celebrity’s favorite down jacket brands.
Asymmetrical exaggerated tailoring
, can indeed play a role in making people ignore that it is “a down jacket”, only think that you are very fashionable.
However, this level of oversize is unlikely to be warm no matter how you wear it, either in concave shape or in pouring air.
Bosideng “trench coat down jacket”, which has just been vigorously marketed, directly hides the body of the down jacket and makes a windbreaker version. It was Burberry designers who took two years to develop.
Perhaps the most fashionable down jacket has to be
“I can’t tell it’s a down jacket”
Okay, to Bosideng, the idea is open.
In general, the way of down jacket fashion is quite easy to touch, and the slim down jacket will only be like the uncle wrapped tightly in the coat at the village entrance,
Exaggeration and oversize
It’s the show. Or like Bosideng
Innovative technology
, but the space here is more limited.
The addition of various fashion brands and luxury brands has undoubtedly raised the value of down jackets,
Down jackets have become more fashionable because there is a market, and because there is a market to become more expensive, this is an inevitable result
To say that high-end is probably no match for Canada Goose’s vision, from the beginning of its establishment to bind the brand to Canada, making it a national brand.
I don’t accept celebrity endorsements, but I set my sights on roles such as polar scientists.
In the later period, Hollywood staff wore goose all year round, gradually making it a favorite image of entertainment elites.
In 2013, Kate Upton appeared on the cover of Sports Illustrated wearing “Canada Goose,” and that year, Canada Goose generated sales of more than $100 million.
Canada goose, though it may not be fashionable, has become a luxury icon. The popularity of Canada Goose is like the pursuit of LV travel bags a decade ago.
meantime
Never discounted
‘s business strategy also helps it maintain its proud value.
In addition to luxury brands such as Moncler and Canada Goose, the premiumization of traditional down jacket brands such as Bosideng is still in full swing.
In 2018, the price of Bosideng down jackets was raised by 20%-30%, and the price of high-end products reached more than 30%.
In that year, Bosideng also issued a price increase plan, saying that the price of the main product will be increased from 1,800 yuan to about 2,000 yuan.
In 2019, the proportion of Bosideng’s product sales below 1200 yuan has decreased from 55% to 51%; The proportion of product sales of 1201 yuan to 1800 yuan decreased from 31% to 29%, while the production and sales volume of more than 1801 yuan increased from 14% to 20%.
“Selling expensive” has allowed Bosideng to gain a group of high-end users. The earthy down jacket that I used to love to ignore is now no longer able to climb high.
Paradoxically, with high-end brands, there is a contempt chain, and with a contempt chain, everyone loves expensive down jackets more.
At the absolute bottom, Xuezhongfei (also owned by Bosideng), duck duck and other veterans, can be described as snubbed Kurama, and Bosideng was in the same situation as before 2018.
Are down jackets really getting fashionable?
In the final analysis, the luxury of down jackets still follows the changes in consumer psychology.
The public changed from a cold item to a fashion item, and Bosideng’s decline in performance in 2013 due to the warm winter seemed to have been foreshadowed.
Under the general trend of global warming, the cold protection function of down jackets has weakened, and the value of the fashion dimension has begun to grow.
Consumers’ emphasis on fashion value is naturally the driving force behind the effectiveness of the down jacket disdain chain. Everyone pursues good-looking, expensive,
Down jackets have also become a stage for competing assets
In winter, in Beijing’s busiest business district, the people wearing Moncler and Canada Goose may be the two most confident people, with their logos more than their own wear value.
“People wear Canada Goose even if they’re hot and sweaty, for fashion.”
In other words, buying a down jacket is not buying clothes, but investing in bags. As a luxury, does it matter if it’s warm or not? Chanel customer service said, we never think about washing.
But after the big talk, down jacket has become a luxury, is it really fashionable?
A thirty or forty thousand goose and a Moncler with no decorations other than the logo, you can’t bear to call it dirty or ugly, because
Expensive filters can gild everything
Although the expensive down jacket is higher in the product, the brand premium still accounts for a large part. That is to say, “good is good because it is expensive”.
Native dogs still stubbornly believe that fashionable down jackets are a false proposition.
After reading countless outfits, I still don’t have a good time every winter.
The short model is lighter, but the lower body feels mistreated. Take a closer look, is the short down jacket good-looking a down jacket, is the model’s graceful body exposed.
The glossy face model recommended by fashionistas, said to wear it full of personality and fashion,
Later, it was found that the completion of fashion sense depended on their high-end faces
Elegant art candidates have the same down jacket, fantasizing that they can turn into plain beauty outside the examination room by tying a big bright and high ponytail. In fact, a thick quilt to the length of the ankle,
If I didn’t see my face, I thought I was standing a big piece of garbage
And the ultimate fashion meaning – not good clothes, that is, if I am really so frost-resistant that I can travel bare shoulders in the winter, then why not just wear a real trench coat.
Although global warming is real warming, the willpower of wayward hipsters is never transferred by the weather.
As for the trench coat and down jacket that Bosideng spent a lot of money to develop, it carefully pondered on the shoulder line and padding in order to hide the bloated down and retain the demeanor of the trench coat.
But casually flipping through some amateur evaluations will find that the models’ waist lines and slim bodies are because of their size 0 body and a thin layer of underwear, not clothing cuts.
Turning into it, you suddenly realized: isn’t this a Uniqlo light down in a trench coat?
What’s more, that dashing hem, doesn’t it fill the wind?
What brand of down jacket will you buy?
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Milan Fashion Week