Although China is by far the world’s largest exporter of clothes, its wares are almost all sold under foreign labels.
This is now changing, with Bosideng, the Chinese fashion brand specialising in down-filled clothing, opening a flagship store this month in London’s West End.
While a handful of other Chinese fashion brands have concessions inside European and North American department stores, this is, as far as beyondbrics can establish, the first time a large mainland Chinese fashion group has hung its sign over the front door in the west.
Bosideng is going for broke, setting up its stall in South Molton Street, one of London’s most prestigious – and most expensive – retail addresses.
by Elizabeth + aniie