Kim Jones revives his own label, with a 4,000-square-foot Hong Kong flagship planned for 2027

Nearly two decades after shelving his namesake menswear brand, Kim Jones is bringing it back, The Business of Fashion reported on 12 October. The former artistic director of Dior men’s and of Fendi womenswear is partnering with his longtime design director Lucy Beeden.

The plan

• Launch: online in mid-2027, with a direct-to-consumer model rooted in menswear and tailoring and “genderless, versatile” designs; Jones also plans to expand into categories such as interiors.
• Flagship: as early as October 2027, a two-level, 4,000-square-foot store in Hong Kong’s upcoming Central Yards mall, where 4 to 8 million people are projected to walk past each month. More stores across Asia are to follow.
• Product: two collections a year released in monthly drops. Most pieces are made in Japan, leather goods in Italy. The most expensive item in the debut collection is a €1,300 tailored coat; orange utility trousers will cost €380.
• Ownership: Jones and Beeden keep a majority stake, backed by an undisclosed investor.

Why it matters

Jones said that by the time he left Dior, luxury pricing “was really getting too expensive”. He is aiming for an accessible, “considered” price point. “People are not believing the dream,” he told BoF. “People want reality, but in a cool way.”

Jones, whose last Dior show was in January 2025, has since designed resortwear for Aman and works as a consulting creative director for Chinese group Bosideng’s Areal line. He joins former LVMH stalwarts such as Stella McCartney, Marc Jacobs and Phoebe Philo in building businesses outside the group.