| Kim Jones will launch his own brand with an Fall/Winter 2027 collection designed in London and produced mainly in Japan. Leather goods will be made in Italy. The collection is due online in mid 2027. A 4000 square foot Hong Kong store is scheduled to open in October 2027. |
Nearly two years after leaving Dior Men, Kim Jones is putting his own name back on a fashion label. The British designer announced on October 12th that Kim Jones, his own brand, will launch with a Fall/Winter 2027 collection and a business structure built outside the large luxury groups that defined much of his career.
The move is both new and familiar. Jones previously ran an eponymous menswear label between 2003 and 2008, after completing the MA Fashion menswear course at Central Saint Martins in 2002. He later became Creative director at Dunhill from 2008 to 2010, led Louis Vuitton menswear from 2011 to 2018, and spent seven years at Dior Men. He also oversaw womenswear and haute couture at Fendi for four years.
This new company places Jones in a different position. Instead of working within an established house, he will be responsible for shaping a label that carries his name and has to establish its own commercial identity. Longtime collaborator Lucy Beeden will work with him, and the pair are reported to hold a majority stake alongside an undisclosed investor.
Few details of the first collection have been released. The brand says it will offer a broad wardrobe without strict divisions between conventional clothing categories, with versatility, materials, construction and practical use given particular attention. Some pieces will draw on designs from Jones’s archive, linking the project to earlier stages of his career without simply recreating them.
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Production is also central to the plan. Most of the collection will be made in Japan, while leather goods will be produced in Italy. The clothes are being developed from Jones’s London studio. Pricing has not yet been published, although the company has described the intended level as “considered,” suggesting that positioning will be watched closely when the first products arrive.
The choice of Asia as an early retail focus is significant. Jones has worked repeatedly in the region since leaving Dior, including projects with Bosideng, Aman and Chinese electric vehicle company Avatr. In October 2025, he joined Bosideng to develop Areal, a new premium line that opened with a 20 piece capsule.
The first Kim Jones collection is expected to go on sale through the designer’s website in mid 2027. A physical store is planned for Central Yards in Hong Kong in October 2027. The space will cover about 4000 square feet and overlook Victoria Harbour. Additional stores in Asia and selected international retail partnerships are expected to follow.
The timing places the collection within the Fall/Winter 2027 season, although Jones has not said whether he will present it during one of the major fashion weeks. That uncertainty leaves an important question about how the label intends to introduce itself to buyers and consumers.
For Jones, the project offers more control over product, production and business direction than his recent creative director roles. For the wider industry, it will also test how a designer with long experience inside global luxury houses can translate that background into an independent label with a more focused structure. The first collection will provide the clearest evidence of how that strategy works in practice.