Kim Jones has announced the launch of his eponymous fashion label, with his first collection scheduled for Fall Winter 2027. The British designer returns to working under his own name following an extensive career at major luxury houses, including Dior Men and Fendi. His new venture brings together his interests in fashion, art, and design, with a focus on versatile clothing, considered pricing, and a wardrobe that moves beyond conventional categories.
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The label will make its commercial debut in mid-2027 through the designer’s official website. Jones plans to produce the majority of the collection in Japan, while Italian manufacturers will handle leather goods. The approach reflects his intention to develop a wardrobe with versatility at its core, offering pieces that accommodate different ways of dressing and personal preferences.
Jones described the decision as a natural progression following years of creative partnerships and leadership roles within established fashion houses. “After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again. This brings together the things I’ve always been interested in – fashion, art and design – and gives me the space to work with people I admire and explore new ideas. I’m excited about what comes next,” the designer explained.
The collection will introduce what Jones describes as a broader wardrobe, with an approach that allows him to explore clothing beyond traditional classifications. The label will also pursue a considered pricing strategy, although Jones has yet to disclose specific prices or the individual product categories that will form the debut offering.
The designer has already outlined plans for a physical retail presence. Following the online launch, Jones will open his first store at Central Yards in Hong Kong in October 2027. The location will establish an initial retail base in Asia, where he intends to develop additional stores. Selected retail partners will also carry the collection as the business develops its distribution network.
Asia has played an important role throughout Jones’s career. During his seven years as artistic director of Dior Men, the region accounted for a substantial share of sales, and he developed a strong following among local customers. His connection to the market extends into his personal interests, including its food, culture, and people. Speaking previously about the region’s influence, Jones said, “I just think Asia’s got the pulse at the moment. I think it’s an Asian century.”
Since departing Dior in early 2025, Jones has pursued several collaborations involving companies operating across Asia. He developed a sustainability-focused capsule collection with luxury hospitality group Aman and worked with Chinese electric vehicle manufacturer Avatr. He also introduced Areal, a premium line created with Chinese down outerwear specialist Bosideng.
These projects have allowed Jones to maintain an active design practice while developing new relationships across different industries. His upcoming label will provide an independent platform for future creative partnerships and experiments involving fashion, art, and design. With a Fall Winter 2027 collection, a direct-to-consumer website, and an October flagship opening in Hong Kong, Kim Jones now sets out the first stages of his return to independent fashion design.
