Style Isn't About Fashion, It's About Scenarios

Lekondo in conversation with Pietro Ferragina, Creative Director of Bosideng, on why brands should stop dictating aesthetics and start designing for how people actually live

Welcome from inside The Fitting Room. A dispatch from between the mirror and the door: where looks are tested, stories are forming, and something’s always slightly undone.

In this interview, we’re fortunate to sit down with Pietro Ferragina, Creative Director of Bosideng and veteran of Armani, Prada, Versace, and Margiela; whose career spans the runways of Milan, Paris, and London, and whose philosophy challenges how we think about style itself.

Lekondo: Could you briefly introduce yourself, your current role, and the brands you’ve worked with in the past? How would you describe your personal dressing style in a few words?

Pietro Ferragina: I’m Pietro Ferragina, I am from Italy, with pure Italian DNA. I used to work for Giorgio Armani, Prada, Versace, Maison Margiela and Jean Paul Gaultier etc. Now I’m Bosideng Creative Director.

I have developed my own style during these years working in China. I have been thinking that my feedback from marketing is not only because my work has Italian or western style, but also has Chinese style. I appreciate the trust and opportunity that China has offered which accomplished my infinite creativity. I’ve been also collaborated with Jean Paul Gautier, MSGM, Maserati etc. I’ve also had the privilege of being part of London Fashion Week 2020, Milan Fashion Week 2023, and Paris Fashion Week 2025. From the runways to the backstages of these top-tier fashion events, I’ve not only gained rich, hands-on industry experience, but also been fortunate enough to receive sincere well-wishes and heartfelt support from seasoned veterans and peers in the fashion world.

My personal dressing style leans towards a minimalist base paired with textural details, yet it is also wonderfully eclectic—evolving dynamically alongside the different eras I’ve lived through and the iconic fashion houses I’ve had the privilege to work with.

From the gritty, rebellious spirit of 1990s British street style to the sleek, futuristic flair of the Y2K era, each period has left an indelible mark on my sartorial choices, shaping a style that is both cohesive and richly layered. What’s more, I am a firm adherent of long-termism—a philosophy that extends beyond fashion, guiding me to value timeless pieces and sustainable elegance over fleeting trends.

Lekondo: Looking back at your time with brands like Ysack before joining Bosideng, what was the single most valuable lesson you learned about building a brand’s aesthetic that you’ve brought into your leadership role here?

PF: Brand aesthetics isn’t just isolated “visual appeal”—it’s deeply tied to a brand’s core scenarios. We didn’t just create “polished clothing”; instead, we wove “comfort, dignity, and functional needs that fit different life scenarios” into our aesthetic (for instance, using wrinkle-resistant fabric to make minimalist suits).

Now at Bosideng, I’ve applied this logic to “functional warmth scenarios”: our aesthetic isn’t about “making down jackets ‘look like fashion pieces’”; it’s about making “warmth itself” a part of sophistication—like turning the functional stitching of mountaineering jackets into a visual element.

Lekondo: Is there a particular designer or artist who has consistently inspired your sense of style and your work throughout your career?

PF: Valentino Garavani, Karl Lagerfeld, Pierre Cardin, Jean Paul Gaultier, Girogio Armani

Lekondo: A fundamental problem we see is that many consumers struggle to define their personal style and discover brands that truly resonate. From your vantage point at a major brand, how do you see this ‘discovery’ challenge playing out? Do you believe consumers need more guidance in finding their own aesthetic?

PF: The core frustration for consumers does not lie in their inability to choose a style, but rather in their failure to find a style anchor that truly fits their lifestyle scenarios.

There is no shortage of fashion information out there, yet people often struggle to identify which style seamlessly integrates into their commute, outdoor activities, or casual gatherings.

A brand’s role should never be to dictate how consumers should dress; instead, it ought to link styles to specific scenarios.

For example, Bosideng clearly communicates warmth-focused dressing solutions for different occasions, allowing consumers to realize that “this style is tailored specifically for my life”— a far more impactful approach than generic “aesthetic guidance.”

Lekondo: Thinking about the future for Bosideng, which is already a household name in China, what is the next frontier for the brand? Is the focus more on international expansion, product diversification, or new ways of connecting with customers?’

PF: For Bosideng, international expansion serves as the vehicle: we will tap into Europe’s fashion circle, not to simply sell products, but to engage in the local urban lifestyle community.

Product diversification is the foundation: we are expanding our offerings beyond winter down jackets to all-season outdoor thermal apparel (such as spring and autumn outdoor softshells and lightweight down wear).

Developing new ways to connect with consumers is the key: we replace hard-sell advertising with scenario-based content (like styling v-logs featuring “weekday commute + weekend hiking” looks), allowing consumers to perceive Bosideng as a lifestyle choice, not just a piece of clothing.

Lekondo: One final question on that point: a challenge for any major brand is ensuring its design intent and story reach the right audience. Do you think new platforms like ours, which focus on analyzing a user’s style preferences, could create a more efficient and authentic way for brands like Bosideng to connect with their ideal customers, beyond traditional advertising?

PF: Platforms like yours are exactly the precision connection tools that brands need. Traditional advertising is about telling consumers, “We are great”; however, your platform enables consumers to discover for themselves, “Bosideng is a perfect fit for my lifestyle.”

For example, by analyzing users’ preferences for “weekday commuting plus occasional outdoor activities”, your platform can recommend our lightweight thermal jackets to them. This approach is far more effective at conveying the message that choosing Bosideng is a lifestyle decision, rather than just “buying a down jacket”. In turn, it fosters a more efficient and authentic connection between the brand and its consumers.