This fall, the iconic fashion destination 10 Corso Como in Milan plays host to another cultural and sartorial exchange. KB HONG, the premium menswear label under China’s K-Boxing Group, makes an entrance into Europe with its first-ever pop-up boutique—marking a defining moment in the brand’s global journey.
As KB HONG unveils its Fall/Winter 2025–26 collection, titled “L’Origine,” the label sends a clear message: this is not just about clothing, but a reimagining of modern masculinity through the lens of heritage, innovation, and international design language.
A Strategic Debut in the Capital of Fashion
Choosing Milan for this landmark launch is no coincidence. The city is a cornerstone of global fashion, and 10 Corso Como stands at the intersection of contemporary culture, art, and style. KB HONG’s decision to launch within this influential concept store signals a statement of cultural alignment and high fashion credibility.
The exclusive pop-up is designed not only to introduce the brand to European audiences but also to foster a dialogue between East and West. By stepping into this revered space, KB HONG positions itself among a curated circle of brands celebrated for creativity, depth, and craftsmanship.
“L’Origine”: A Tailored Tale of Heritage and Vision
At the heart of this debut is KB HONG’s FW25/26 collection, “L’Origine.” The line is a creative blend of refined tailoring and symbolic storytelling, drawing inspiration from the rich historical and cultural motifs of the East.
Key visual references include the horse and falcon—symbols rooted in the legacy of Zhang Qian, a revered general of China’s Han dynasty who pioneered the ancient Silk Road. These figures are reinterpreted as abstract patterns, luxurious jacquards, and textured weaves, giving depth and narrative to garments designed for the modern cosmopolitan man. The collection moves fluidly between structured and relaxed silhouettes, underpinned by technical materials and premium fabrics.
A Global Vision with Local Relevance
With its Milan showcase, KB HONG moves beyond being a rising star in China to a global brand with nuanced vision. More than just a retail moment, this pop-up marks a philosophical evolution in how masculinity and style can be expressed. It’s about fusing the past with the future, East with West, in ways that resonate with the international consumer.
