Kim Jones launches his own label, made in Japan, with a Hong Kong store in 2027

Kim Jones is returning to fashion under his own name. The British designer, who spent seven years as artistic director of Dior Men and four at Fendi before that, announced his eponymous label on 12 October 2026, with a collection set to bow for autumn/winter 2027.

The line will be called Kim Jones, and it arrives almost two years after he stepped away from his Dior Men role in early 2025. Production will take place largely in Japan, while leather goods will be crafted in Italy. The designs are being developed at his London studio.

Jones is working on the line alongside his longtime design collaborator Lucy Beeden. The pair are understood to hold a majority stake, alongside what has been described only as an undisclosed investor. The label is London-based, though the bulk of manufacturing stays in Asia.

So far the designer has revealed little beyond a logo: his own name in lower-case serif, set on the diagonal. Prices are described as considered rather than entry-level, and the collection is built, in the label's words, with versatility at its core and a broader wardrobe unrestricted by traditional categories.

Several of the designs will draw on pieces from Jones's own archive, which stretches back two decades. He ran an earlier eponymous line from 2003 to 2008, right after graduating from the MA Fashion menswear program at Central Saint Martins in 2002.

That earlier label is beside a resume that runs through Dunhill, where he was creative director from 2008 to 2010, and Louis Vuitton menswear, which he led from 2011 to 2018. The house Jones built around that career needs no introduction here.

Louis Vuitton remains the trunk maker that became LVMH's flagship and the most visited luxury website in our ranking. Dior, where Jones spent his longest run, is the house that rebuilt Paris couture in 1947 and still is among the leading names we track online.

The Japan-made collection

The decision to make the garments in Japan is the collection's most distinctive commitment, and it reflects a designer who has long said the region has the pulse. Jones told WWD last year that he thinks it is an Asian century, and much of his Dior Men business was built on Asian sales.

Since leaving Dior in early 2025, Jones has been busy across the region. He made a capsule with a sustainable slant for the Aman luxury hospitality group, worked on the Areal premium line with Chinese down outerwear specialist Bosideng, and collaborated with the Chinese electric carmaker Avatrand.

Jones was also drafted by Bosideng in October 2025 to helm a new line called Areal, which opened with a 20-piece capsule. The Swiss hotel brand Aman separately enlisted him to create casualwear and sleepwear for its Aman Essentials offshoot, so the work has kept flowing even between big-house roles.

Fendi, the Roman fur and leather workshop founded in 1925 and run by five sisters, is the house that invented the it-bag and the one Jones left in October 2024. Louis Vuitton menswear and Dior Men both followed his lead on street-luxury, and both define the kind of polish he now brings to self.

The store and what comes next

The collection will land in mid-2027 exclusively through kimjones.com. The first physical store then opens in Hong Kong in autumn 2027, a 4,000 square foot address in the new Central Yards development that overlooks Victoria Harbour.

Further stores across Asia are expected to follow, along with distribution through selected retail partners. Hong Kong matters here: we have covered its private members' clubs and its place as a luxury gateway, and the choice of Central Yards puts Jones where that market now concentrates.

Jones hinted at the new collection last December, during a fashion and business conference in Hong Kong hosted in partnership with the Hong Kong Fashion Council. He has not announced whether he will show at a fashion week during the January to March season that precedes the launch.

Jones was awarded an OBE in 2020 for services to fashion and textiles. He framed the move as a homecoming: after many years working with incredible houses and collaborators, he said, it feels like the right moment to do something under his own name again.

He described the label as a way to bring together the things he has always been interested in: fashion, art and design, with the space to work with people he admires and explore new ideas. I'm excited about what comes next, he added.

In our own bags coverage, we have noted how houses like Louis Vuitton and Gucci carry their icon handbags through decades while newer names compete on their own recognisable silhouettes. An eponymous label from Jones now enters that same race on his name alone.