The Journey is a visual project that shows the history of Bonia and Mr Chiang’s role in transforming his leather bags to an international brand, spanning from the 70’s till today. It is Singapore, 1974, Mr Chiang Sang Sem, a man of vision and a mission, decided to venture into retailing and wholesaling of leather goods in the lion state. Three years later in 1977, Mr Chiang was inspired by the artwork of Giambologna, a revolutionary 16th century sculptor during his visit to Europe for a leather trade fair, prompting him to create BONIA. Despite the 3 different crises that happened in 3 different eras, Bonia continued to thrive under such perilous conditions, becoming stronger and better than ever. After continuous innovation and time spent in R&D, Bonia crafted the Iconic Collection, a series of innovative designs coming from different eras, ushering in new eras of elegance after the release of each collection. By the new millennium, Bonia engaged various well-known European fashion designers as Creative Director, infusing their creativity to every design they got in touch with. Entering the new marketing culture, Bonia begun to engage various celebrities, artistes and spokespersons that truly embody the essence of Bonia and bringing its Iconic Collection into the limelight. These pioneers of high fashion allowed Bonia to exhibit some of the best and innovative designs there by fashion shows, pop-up stores and many more, helping to modernize and therefore inviting more younger audiences to the beauty of Bonia. Bonia’s vision is loud and clear: to usher in a brand-new era of high fashion to all audiences. Bonia’s new pop-up gallery, a future collaboration with colleges to educate more future design students and even a movie represent Bonia’s vision of endless inspiration and innovation, a true dedication to its craft.
STARMEN Design Group