Bosideng has appointed Kim Jones as creative director of its new sub-brand, Areal, solidifying the Chinese label’s entrance into the high-luxury segment. The move follows Jones’s recent exits from Dior Men’s and Fendi Womenswear, positioning him at the center of one of the most significant East-meets-West fashion alignments in recent years.
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Areal was conceived as Bosideng’s premium urban line, envisioned to redefine the modern business down jacket. Known for its expertise in technical outerwear, the brand now turns its focus toward the high-end consumer, combining functionality with refined design. Jones’s direction will aim to balance innovation with Bosideng’s global ambitions, establishing Areal as both a domestic and international player.
Jones brings an extensive legacy to the role. He previously revitalized Louis Vuitton Men’s, where he introduced the landmark collaboration with Supreme, and reimagined Dior’s menswear codes with a refined, art-informed edge. His leadership at Fendi extended into womenswear and couture. His appointment at Bosideng marks a significant transition, from shaping European luxury houses to spearheading a Chinese brand with global intent.
Bosideng’s collaboration with Jones began when the designer visited Shanghai last year, leading to discussions that shaped the vision for Areal. “I thought it was quite interesting working with a brand that people wouldn’t expect,” Jones said. “That’s something I would like to do, also to make things that people can wear and afford and love.” For his debut at Areal, Jones plans a collection defined by clean silhouettes and sculptural forms, incorporating windproof and waterproof innovations inspired by China’s natural and urban environments.
The timing aligns with Bosideng’s strategic expansion. After dominating China’s down jacket market for decades, the company has accelerated its international presence since 2012. It has reopened its London flagship, opened hundreds of premium stores across Italy, and maintained visibility at major fashion weeks in Paris, Milan, and New York. Collaborations with Jean Paul Gaultier and appearances by global figures such as Nicole Kidman, Kendall Jenner, and Tom Hiddleston have expanded its reach among Western audiences.
With Jones leading Areal, Bosideng enters a new phase that builds on its technical expertise while evolving toward urban luxury. His background in luxury and streetwear allows him to shape a global vision rooted in Chinese design and innovation.
