British designer Kim Jones is taking control of his own entrepreneurial destiny. The former creative director of Dior Men and Fendi has just officially launched his eponymous label, whose first Autumn/Winter 2027 collection will go on sale online from next spring.
For Jones, this launch appears to reflect a desire to return to his roots. A graduate of London’s Central Saint Martins, the British designer launched his first brand in 2003, before joining Dunhill, Louis Vuitton in 2011, and then Dior Men in 2018. Following his departure from Dior in January 2025, the English designer gradually expressed a desire to regain creative freedom and autonomy.
Hong Kong: A Financially Smart Choice
A Kim Jones boutique spanning over 350 square metres is set to open soon in Hong Kong, within the new Central Yards complex, developed by Henderson Land, a major property developer in the region.
The Asian city has been enjoying a rise in consumer spending for some time now. Last August, its retail sales rose by 5.6 per cent year-on-year, according to the Xinhua news agency in a press release dated 2 October. Among these, sales of jewellery and watches recorded an even more striking increase: up 11.9 per cent over the same period. Kim Jones could capitalise on this momentum to gradually expand his distribution network in the region.
His interest in Asia is nothing new. Indeed, in 2025, the designer joined forces with the Chinese group Bosideng, a powerful industrial partner. The agreement was signed to develop Areal, a high-end outdoor clothing range. Bosideng achieved a turnover of 27.35 billion yuan in its 2025–2026 financial year, equivalent to over 4 billion dollars.
A New Brand, Spanning The UK, Japan And Italy
The new fashion house created by Jones will be organised across London, where the creative studio is based; Japan, the main manufacturing hub; and Italy, where the leather goods workshops are concentrated. Two annual collections are expected to drive direct online sales, before a larger-scale expansion into physical retail is organised. For the time being, the amount of capital invested and the prices of the collections have not been publicly disclosed.
Kim Jones faces a considerable challenge: transforming the reputation he has built up with the luxury giants into a profitable business, and achieving this goal in a struggling global luxury market. Joining him on this new venture is Lucy Beeden, his long-standing right-hand woman.
Key Points:
- The designer is building an international organisation spanning London, Japan and Italy, whilst drawing on his partnership with the Chinese group Bosideng to develop his business in the region.
- Kim Jones is launching his own brand following stints at Louis Vuitton, Dior Men and Fendi. His first Autumn/Winter 2027 collection is set to go on sale online in spring 2027.
- Hong Kong represents a key strategic foothold in Asia, with the announced opening of a boutique spanning over 350 m², against a backdrop of growing retail and jewellery-and-watch sales in the region.
- Kim Jones is launching his own brand following stints at Louis Vuitton, Dior Men and Fendi. His first Autumn/Winter 2027 collection is set to go on sale online in spring 2027.
- Hong Kong represents a key strategic foothold in Asia, with the announced opening of a boutique spanning over 350 m², against a backdrop of growing retail and jewellery-and-watch sales in the region.
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