How does Bosideng control the fashionistas with its light autumn and winter outfits?

This fall and winter, lightweight outfits are in vogue

Shutiao, an 80s-born woman living in Suzhou, Jiangsu, buys new down jackets for her family every fall and winter. Last year, she was also recommended the "Puff" down jacket. Previously, she always had the illusion that clothes had to be thick to keep warm. However, the "Puff" down jacket is very "light" in hand but extremely warm, which impressed her the most. Later, this piece of clothing became her go-to for winter commuting and was even joked by her colleagues as the "down jacket welded to her body".

The "lightweight" outfit has long transcended simple aesthetic choices and become a value expression for people to precisely anchor their "essential life".

Those who often browse social media will easily notice that the purchasing logic of the new generation of consumers for down jackets is undergoing a fundamental reconstruction. They are no longer obsessed with complex design languages, stacked color layers, or the traditional perception that "thick means warm". Instead, they take the delicate texture of the fabric, the loose and inclusive fit of the style, and the stress-free adaptability of the matching as the core criteria. And "lightweight without bulk" has emerged from numerous demands and become the top-priority purchasing principle.

Say goodbye to high premiums, and "lightweight consumerism" is becoming increasingly popular

As the concept of "reducing the burden", which originally referred to concrete actions such as organizing wardrobes and streamlining items, has gradually become a frequently mentioned spiritual keyword in the current social context. Consumers are gradually using high cost-performance to combat the excessive decoration anxiety brought by fast fashion, abandoning the consumption misunderstanding that the more complex, the more valuable. Instead, they are pursuing a life state that is simple yet textured, lightweight yet supportive. Clothing, as the most intimate carrier with the body and the most closely bound to daily scenarios, naturally becomes the first field for this concept transformation to be implemented.

The change in consumption trends implies the transformation of the living concepts of urban people. More and more brands are also starting to layout lightweight clothing. Bosideng, a well - known down jacket brand, is one of them. As early as 2018, Bosideng launched the Puff series of down jackets and began to make efforts in the lightweight down jacket market.

Just two years later, the Puff down jackets have become one of the star product series under Bosideng. They are not only warm and durable but also light and comfortable in texture. How light are they? One of the short - style Puff down jackets only weighs 34 grams per square meter of fabric. This weight is just the weight of two packs of pour - over coffee, yet it can meet our wearing needs for winter commuting. It's truly a "stress - free" outfit for office workers.

Looking at the context of global fashion week runways in recent years, down jackets have long broken free from the stereotyped framework of "winter functional items". Instead, they are trying to truly integrate into the overall fashion narrative through innovation in tailoring, upgrading of materials, and matching of styles.

● Tmall Super Fashion Release

Take the Puff series of down jackets launched by Bosideng during Paris Fashion Week as an example. It is understood that the inspiration for this show comes from the layered design of the dome of the Paris Stock Exchange, which resembles a pinecone. The puffy silhouette provides an "inclusive solution" for daily outfits, giving people a sense of security when worn. In addition, this show was also simultaneously connected to the Tmall Super Fashion Release IP matrix. In a dual - scenario mode of offline fashion shows and online cloud runways, it initiated the "lightweight warmth evolution" of down jackets.

● Bosideng's Puff series makes an appearance at Paris Fashion Week. Slide left to view more

Under this trend, the concept of "lightweight consumption", which means "don't buy the most expensive, but buy the most suitable and right one for yourself", has gradually become the choice of more and more rational consumers. They prefer brands that offer both quality assurance and reasonable pricing, which also provides an opportunity for many brands to expand new price ranges and meet the needs of the public. As Shutiao, a netizen who has repurchased Bosideng products many times, said, such brands can not only meet the quality requirements for daily wearing but also have a relatively friendly price range, which won't impose a heavy burden on purchases. Naturally, they become the preferred choice for middle - class consumers after weighing.

Use the "lightness" of clothing to fight against the "heaviness" of life

"Lightweight" is evolving from a single consumption preference to an all - around consumption logic that penetrates price, wearing, and experience. Consumers not only pursue the "effortless relaxation" when wearing clothes but also care about the "burden - free comfort" when paying. This reconstruction of demand is profoundly reshaping the category pattern of the clothing market.

Actually, what has changed is not the clothes, but the consumption mentality of people driven by their current situations.

In the past period, the "beauty of economic upswing" has sparked some discussions online. The so - called "beauty of economic upswing" essentially refers to the "proof of refinement" function carried by fashionable outfits during the economic expansion period. The high - heeled shoes on girls' feet, the tight - fitting suits on office workers, and the over - layered dopamine color schemes are, in essence, a way to complete identity identification and emotional expression through "refined dressing".

Currently, the function of clothing is returning from "showing off externally" to "fitting internally". We just want to put on a loose and breathable linen shirt, step on a pair of comfortable dad shoes, and wear a pair of wide - leg jeans. In winter, putting on a Puff down jacket is the "lightweight" outfit that ordinary people can easily achieve.

● Dong Jie wears Bosideng's Puff series of down jackets. Slide left to view more

When daily scenarios are filled with heavy burdens that have to be faced, clothing becomes an intuitive carrier to relieve this pressure. I believe that most people don't like to wrap themselves in bulky down jackets on winter mornings and squeeze onto crowded subways at the last minute. Girls want to dress stylishly but have to compromise between "warmth" and "looking good". Furthermore, when work and KPIs have already consumed most of the energy of office workers, urban youths still have to spend some energy on thinking about daily outfits. It seems that even dressing has become an "invisible burden". This demand for "effortless dressing" is essentially a rational choice to reduce redundant consumption in life and a small appeal to save a little worry for oneself in the high - pressure daily life.

●Guo Jingjing wears Bosideng's Puff series of down jackets

This demand, when projected into consumption choices, has given rise to the collective preference for "light - textured" items. From breathable and skin - friendly cotton - linen shirts to soft and close - fitting cashmere sweaters, and then to lightweight down jackets represented by Bosideng's Puff series, their common feature is to use the "lightness" at the physical level to counteract the "heaviness" at the life level. Since 2025, clothing categories that combine comfort and functionality have continued to boom, all pointing to consumers' urgent pursuit of the "unrestricted experience". For urban office workers, this counteraction between the "lightness of clothing" and the "heaviness of life" has long become a daily strategy to balance body and mind.

●Lan Xiya wears Bosideng's Puff series of down jackets

The lightweight texture of the "Puff" down jackets does not come at the cost of sacrificing warmth. Instead, through the upgrading of fabric technology and filling processes, while meeting the core warmth - keeping needs in autumn and winter, the "burden feeling" of traditional down jackets is completely removed, allowing the body to get rid of the clumsiness and fatigue of being "wrapped like a dumpling". More importantly, the "burden - free" characteristic it conveys exactly echoes people's deep - seated demands for their daily states: less sense of restraint brought by dressing, more double relaxation of body and mind.