The Design Story Behind MSGM x Bosideng: Where City Meets Mountain

When Massimo Giorgetti, founder and creative director of MSGM, first joined forces with Chinese outerwear leader Bosideng, it marked more than a brand partnership — it was a meeting of cultures and perspectives. The MSGM x Bosideng Puffer series brings together the modern dynamism of the city with the quiet majesty of the mountains, drawing inspiration from Milan and Shanghai as twin pillars of the design story.

The “Shape Dolphin” Concept

At the heart of Giorgetti’s vision is the idea of “Shape Dolphin” — a metaphor for lightness, agility, and fluid movement. Much like a dolphin gliding through water, the jackets are designed to feel weightless yet enveloping, combining technical innovation with an organic, flowing silhouette. This concept informs not only the cut and structure of the garments but also the way they move with the wearer.

Colours that Connect Emotion and Style

For Giorgetti, colour is an emotional language. The MSGM x Bosideng collection features a carefully curated palette: deep blue, warm brown, refined linen, and a striking 2024 signature red. These shades are layered and contrasted to create depth and visual impact, while also evoking the moods of nature and the energy of city life.

The Craft Behind the Collaboration

Giorgetti was impressed by Bosideng’s professionalism and technical mastery. From advanced down-filling techniques to precision craftsmanship, every detail met the high standards needed to bring the vision to life. For him, quality is the cornerstone of the project — and the reason this collaboration has the potential to resonate globally.

Teamwork and Trust

The designer credits the success of the MSGM x Bosideng project to the passion and trust of the Bosideng team. This partnership was not just about merging two aesthetics but about shared dedication to innovation and storytelling.

A Vision to Warm the World

Ultimately, Giorgetti hopes this collection will “warm the world” — not only by providing physical warmth through high-performance design but also by creating an emotional connection with those who wear it. Each piece is an invitation to experience a new version of the puffer jacket: one that balances urban sophistication with the natural spirit of adventure.

➡ Explore the MSGM x Bosideng Collection