Kim Jones is back with a label of his own. The British designer revealed on 12 October that he is launching an eponymous, London-based brand, with a first collection planned for autumn/winter 2027 and a debut store in Hong Kong.
The announcement ends almost two years away from the top of a major house. Jones left Dior Men in January 2025 after seven years in charge, having already stepped away from Fendi the previous October, where he had overseen womenswear and haute couture for four years. Since then he has taken on smaller projects. In October 2025 the Chinese outerwear company Bosideng hired him to lead a new line called Areal, which opened with a 20-piece capsule, and the Swiss-based hotel group Aman asked him to design casual wear and sleepwear for its Aman Essentials range.
For Jones, the move is partly a return to where he started. After finishing the MA Fashion menswear course in 2002, he ran a line under his own name from 2003 to 2008, before creative director roles at Dunhill from 2008 to 2010 and at Louis Vuitton menswear from 2011 to 2018. He received an OBE in 2020 for services to fashion and textiles. This time he is working with his long-standing collaborator Lucy Beeden, and according to Business of Fashion the pair will hold a majority stake alongside an undisclosed investor. Jones described the project as a chance to bring together fashion, art and design.
Production is split across three countries. Designs are being developed in his London studio, most of the manufacturing will take place in Japan and the leather goods will be made in Italy. Prices are described as considered, and the range is meant to work across a whole wardrobe rather than sit inside fixed categories, with several pieces drawing on his archive. The new logo sets his name in lower-case serif type on a diagonal. It is not yet clear whether he will show during the January to March round of fashion weeks.
The collection is due to go on sale in mid-2027 through a new website, kimjones.com. The first physical shop will follow in autumn 2027 in Hong Kong, taking 4,000 sq ft in the Central Yards development overlooking Victoria Harbour. Further stores across Asia and deals with international retail partners are expected after that. “I’m excited for what comes next,” Jones said.
