Looks like the fashion community will have to start keeping up with Kim Jones once again.
On Monday, the British fashion designer, perhaps best known for leading Dior Homme, announced that he will relaunch his eponymous brand in mid-2027.
The newly rebooted Kim Jones brand marks a shift for the designer, whose tenure at the top of the European fashion ecosystem was primarily associated with his work in menswear. The brand will “offer a broader wardrobe unrestricted by traditional categories,” according to a statement.
“After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again,” Jones says in the statement. “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 plan is to launch this offering (with clothing made in Japan and leather goods crafted in Italy) online, before Jones opens his first brick-and-mortar outpost at Central Yards in Hong Kong in October 2027. Jones has long been bullish on the Asian market. In a promotional video for last year’s Financial Times luxury summit, he said, “Whenever I’m designing, Asia is always one of my main priorities … I think about their craft, their history, and the talent of local craftsmen and how we can entwine them with what we do. For me, it’s like looking at the future.”
That stance shows up in Jones’s most recent projects, including Aman Essentials, a line developed for the hospitality group founded by Indonesian hotelier Adrian Zecha, and his stint as artistic director for Areal, the premium outerwear brand owned by Shanghai-based Bosideng.
Jones originally started his own brand in 2003, shortly after graduating from London’s prestigious Central Saint Martins. The fashion school trained a long list of design talents, including Alexander McQueen, Phoebe Philo, John Galliano, Riccardo Tisci, and Grace Wales Bonner. Jones ran his line for eight seasons, but closed it in 2008 after he took over as creative director at Dunhill. That job paved the way for him to design menswear at Louis Vuitton. He later started designing Dior Homme, and for several years simultaneously designed women’s collections for Fendi.
But the bigger point of starting a new line on his own terms is to look forward, not back. In an interview with The New York Times regarding the relaunch, Jones said, “I didn’t want to go and look at another archive … I wanted to look at something new.” And what could be newer than doing things your own way after decades of making clothing—and money—for someone else?
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