Kim Jones is returning to his namesake label after years leading some of the biggest luxury fashion houses, with the British designer preparing to launch a new brand built around gender-neutral fashion. The former Dior Men artistic director announced on Monday, 12 October, that his eponymous label, KIM JONES, will debut with its first collection in 2027.
Jones, who also held senior creative roles at Louis Vuitton and Fendi, is embarking on a new chapter that brings together his interests in fashion, art and design. The new venture will allow him to explore his own ideas and collaborate with creatives he admires outside the established structures of major luxury houses.
Kim Jones Returns to His Fashion Roots
The first KIM JONES collection is scheduled to launch online in mid-2027, focusing on menswear, tailoring and versatile designs that move beyond traditional gender categories. According to The Business of Fashion, the debut collection will also revisit pieces from Jones's archive, including reversible smoking jackets and patchwork shirts.
Kim Jones To Launch His Own Namesake Label
— Complex Style (@ComplexStyle) October 12, 2026
Kim Jones is entering a new chapter with the launch of his own namesake label. Following stints at Dior, Fendi, and Louis Vuitton, the designer’s first collection is set to debut for Fall/Winter 2027, with most pieces made in Japan. pic.twitter.com/8jtwQFIMsw
The collection will be made predominantly in Japan, while leather goods will be produced in Italy. The brand has described its pricing as 'considered', although specific prices have yet to be announced.
Jones will be joined by Lucy Beeden, his longtime deputy designer, in the new venture. The brand plans to release two collections a year through monthly product drops, while its first flagship store is scheduled to open at Central Yards in Hong Kong in October 2027.
Shaping Modern Menswear From Louis Vuitton to Dior
Jones is no stranger to working under his own name, having launched his original label in 2003 after graduating from Central Saint Martins in London. He closed the brand in 2008 to take up the role of creative director at Dunhill, beginning a career that would see him become a prominent figure in contemporary menswear.
He joined Louis Vuitton as the creative director of menswear in 2011, where he became known for combining luxury craftsmanship with streetwear influences. One of his most notable moves came in 2017, when he brought Louis Vuitton together with Supreme for a collaboration that helped strengthen the relationship between high fashion and streetwear.
Jones subsequently joined Dior Men, where he spent nearly seven years as artistic director before leaving in January 2025. He also led womenswear and haute couture at Fendi between 2020 and 2024, extending his work beyond menswear into other areas of luxury fashion.
Throughout his career, Jones has worked with artists and creatives including KAWS and Shawn Stüssy, bringing unexpected partnerships to established fashion houses. His new label is expected to provide further opportunities for collaboration, with the designer highlighting his desire to work with people he admires.
New Chapter Outside Luxury Houses
Jones's return to independent fashion comes after years of creating collections for major international brands, each with its own history, audience and creative identity. His new label will give him greater scope to develop a wardrobe around his own interests, with gender-neutral designs and versatility at its core.
Worlds collide.
— Dior (@Dior) February 15, 2024
Blurring gender lines, #DiorSummer24 by Kim Jones celebrates a fusion of British tailoring and haute couture craftsmanship, revealing the intertwined roots of menswear and womenswear fabrications. Find it online now or in select Dior boutiques around the world.
The Hong Kong flagship will give the brand a physical presence in Asia, with further stores across the region and selected retail partnerships planned. The online launch is expected to precede the store opening, letting customers shop the debut collection before the brand opens its first standalone retail location.
'After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again,' Jones said in the brand's launch statement.
He added that the project brings together his long-standing interests in fashion, art and design while giving him space to explore new ideas. After helping shape the identities of Louis Vuitton and Dior Men, Jones is preparing to build a label that reflects his own creative direction.
