Kim Jones has left the gilded halls of European luxury for something unexpected. The British designer has been appointed Creative director of Areal, Bosideng‘s new high-end urban line. This marks his first major creative role since leaving Dior Men and Fendi earlier this year. It signals a shift that few saw coming.
Bosideng commands a staggering 36.7 percent market share in Chinese outerwear and created Areal to redefine how professionals dress for city life. The brand name fuses “Area” and “Real,” representing exploration and authenticity. Jones will debut his first collection for Fall/Winter 2025, featuring 15 to 20 pieces for men and women. The line will launch initially through two pop-ups and 50 stores across major Chinese cities, with prices ranging from approximately 2,399 to 3,999 yuan, according to the basique.
The partnership began last year when Bosideng invited Jones to Shanghai. “It’s interesting to work with a brand that people wouldn’t expect,” Jones explained in the announcement video. “That’s something I would like to do – to make things that people can wear, afford, and love.“
This philosophy represents a departure from his previous roles at LVMH, where price points often excluded younger consumers. Jones has been vocal about the need for luxury pricing to reflect economic realities. Speaking at the Financial Times’ Business of Luxury Summit in Hong Kong, he stated, “We must recognize what people can realistically afford today.“
Bosideng has spent 49 years perfecting down technology, and Areal will draw on this expertise while introducing sculptural silhouettes and layered dressing concepts. Pietro Ferragina, Bosideng’s Creative director since 2017, confirmed to Fashion Network that the project has been in development for six months. The collection emphasizes windproof, waterproof, and insulating properties reimagined for metropolitan professionals who navigate diverse climates and scenarios.
Jones has proven credentials from Central Saint Martins. He transformed menswear at Louis Vuitton from 2011 to 2018 and elevated Dior Men from 2018 to 2025. His collaboration with Supreme at Louis Vuitton remains a defining moment in how luxury brands engage with streetwear culture. Jones also led Fendi womenswear and couture from 2020 to 2024, demonstrating his versatility across categories.
Bosideng’s robust financial performance accompanies the appointment, with the company posting revenue of RMB 25.9 billion for fiscal 2025, marking an 11.6 percent year-on-year increase. Despite being China‘s third-largest brand by retail value, Bosideng holds just two percent of the fragmented outerwear market, leaving substantial room for expansion.
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Bosideng has aggressively pursued international recognition, reopening its London flagship store and launching over 350 high-end stores in Italy. The brand regularly showcases at Paris, Milan, and New York Fashion Weeks and has collaborated with Jean Paul Gaultier, securing endorsements from Nicole Kidman, Kendall Jenner, and Tom Hiddleston.
Jones described his role at Bosideng as part-time, which allows him creative autonomy outside of traditional luxury conglomerates. “I’m fascinated by independence now,” he told the Hong Kong summit audience. “Independence can be big, too, like Chanel, Hermès, and Prada. There’s something about owning yourself.“
This sentiment reflects broader industry conversations about creative freedom versus corporate structures. Jones criticized how the term “luxury” has been diluted through overuse and has lost its meaning. His consumer-first approach is clear: “I never want to alienate customers. The consumer is always king.”
Bosideng’s move follows Anta Sports’ appointment of Kris Van Assche for its sustainable sub-brand, Anta Zero. This shows how Chinese companies are recruiting international design talent to combine domestic strength with global appeal. For Bosideng, which acquired a 30 percent stake in the Canadian brand Moose Knuckles last year, Areal represents design experimentation and a calculated move into the high-end urban fashion market.
The initial collection draws inspiration from China’s natural landscapes and metropolitan energy and features clean lines and sculptural winter attire. Six down jacket designs are already available on Bosideng’s Tmall flagship store.
