KB HONG Spring Summer 2024 at Milan Men's Fashion Week

KB HONG Spring Summer 2024 Collection at Milan Men’s Fashion Week

KB HONG, the high-end men’s clothing line of the K-BOXING group, is once again the protagonist at Milan Fashion Week Men’s for the fifth consecutive time.

With the runway show of the new KB HONG Spring Summer 2024 collection scheduled for June 19th at the Dazi, in the splendid setting of the Arco della Pace, the Shanghai-based brand KB HONG returns to celebrate culture in the Italian capital of Fashion with newfound awareness and expressive maturity.

“In this city,” says Boming Hong, CEO and Creative Director of the Group, “fashion has transformed into a cultural industry over the years, thanks to the intersection between traditional craftsmanship, manufacturing, and advanced design research. KB HONG shares similar roots with Milan, where these same elements find their space. Our idea of men’s fashion is inspired by the dialogue between tradition and modernity. Through careful research, we work on innovatively reinterpreting cultural themes, stylistic details, and ornamental motifs of Chinese aesthetics, combined with the virtuosity of precious artisanal craftsmanship from our country. The high quality of Italian-made fabrics contributes to giving our collections a timeless elegance, suitable for a refined and cosmopolitan contemporary man.”

The central role of the relationship with Italy in the brand’s identity is evidenced by the choice to rely on a team of Italian and Chinese designers, led by the two Co-Creative Directors, Boming Hong and designer Massimo Foroni.

The latter, who has been collaborating with KB HONG for seven years, has been able to express the encounter between East and West, bringing with him the effortless, understated, and versatile elegance of Italian prêt-à-porter.

A Duet song: Intercultural Dialogue between China and Italy

The skillful interplay of exchanges and collisions between distant worlds is well expressed by the theme “Traditional Chant,” which inspired the KB HONG Spring Summer 2024 collection. Precious and refined garments that look to the future without sacrificing cultural roots propose an unprecedented and experimental eclecticism on the international fashion scene. The looks by KB HONG result from meticulous research that explores content and codes belonging to distant cultures, yet capable of giving life to an intimate dialogue, like a “duetsong.”

Hence the attention to “symmetry,” which characterizes the lines of traditional Chinese garments, subverted through the juxtaposition of different fabrics and patterns. The game of layering, dear to the KB HONG style, is proposed in modern garments through the detail of the collar or the flared wrap cuts of jackets, shirts, and pants.

The ornamental motif of the Chinese knot, a millennia-old tradition, is transformed into a geometric theme and combined with that of the dragon, equally ancient and symbolic. Floral patterns, in hand embroideries and jacquard fabrics, announce spring, while the artisanal craftsmanship of intertwined denim and leather provides structure and depth to outerwear.

The dominant hues in the color palette of this collection are blue – a sacred color associated with spring and rebirth in China – along with subdued tones of lavender purple, ivory, cream, straw yellow, and jade green.

The accessories of KB HONG SS24 showcase a bold and precious style in line with the garments of the collection: woven leather bags and classically elegant shoes, given a contemporary touch with substantial and thick soles. Prints featuring ornamental motifs from Chinese tradition, such as the dragon, stylized once again and transformed into a geometric theme, adorn the accessories.

Entering the Italian and European retail market

To this creative twinning between China and Italy, a new piece fits today: the collaboration of KB HONG with the multi-brand showroom Garage Milano by Marina Guidi, chosen by the company for the distribution of its collections in Italy and Europe. Established in 2016, the showroom on Via Bergamo is a place of experimentation, carefully interpreting and selecting international fashion trends, and enhancing them through tailor-made positioning strategies. The shared dedication to innovation and the search for new styles, materials, and craftsmanship, which unites KB HONG and Garage Milano, has made the latter the ideal place to embark on the brand’s adventure in the European retail market.