JONES’ NEW ROAD: Kim Jones is launching a siganture label that will bow for fall 2027, and will predominantly be made in Japan, with leather goods from Italy. The collection has been designed with “versatility at its core,” while the price point is “considered.” The aim is to offer a “broader wardrobe unrestricted by traditional categories.”
It will land mid-2027 exclusively on the designer’s website, kimjones.com, and be followed by the opening of a first store at Central Yards in Hong Kong next October. The plan is to open further stores across Asia, and distribute through selected retail partners.
“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,” he said.
Jones has long been a fan of the region, and last year told WWD, “I just think Asia’s got the pulse at the moment. I think it’s an Asian century.” During his seven-year tenure as artistic director of Dior Men, a large part of sales were in the region, and he had fans aplenty. He said he loves “the people, the food, the culture” right back.
Since leaving Dior in early 2025, he has undertaken a number of projects in the region, including a capsule with a sustainable slant for Aman luxury hospitality group; a collaboration with Chinese electric carmaker Avatrand; and the Areal premium line launched with Chinese down outerwear specialist Bosideng.
He hinted at the new collection last December during the WWD x SJ Global Fashion and Business Conference in Hong Kong, hosted in partnership with the Hong Kong Fashion Council.