Kim Jones announces London label made mostly in Japan, with Hong Kong store due in 2027
Kim Jones announced on 12 October 2026 a London-based label with most production in Japan, an online launch in 2027 and a Hong Kong store.
Kim Jones has announced a label under his own name. The announcement, dated 12 October 2026, describes a London-based brand called KIM JONES with a first collection for autumn/winter 2027. Most garments will be made in Japan and leather goods in Italy. The label is set to sell first on its own website, with a first Hong Kong store planned for October 2027, according to NSS Magazine and Haute Living.
Jones left Dior Men in January 2025 after about seven years leading its menswear creative team. The new brand returns him to an eponymous label. Wallpaper says he previously held an eponymous line from 2003 to 2008.
What the 12 October announcement sets out
The label was announced on 12 October 2026. NSS Magazine describes a wardrobe without strict divisions between clothing categories, with an emphasis on material quality, attention to detail and garment functionality. Haute Living describes the collection as built around “versatility at its core.” Wallpaper says several designs draw on Jones’s archive.
Wallpaper describes prices as “considered,” and NSS Magazine says the price point is “carefully calibrated” to the brand’s positioning. No price points have been announced.
NSS Magazine calls the label KIM JONES. Wallpaper describes the logo as the designer’s name in lower-case serif, set on the diagonal.
Jones will work with his longtime collaborator, Lucy Beeden. Fashion Dive names Beeden as Dior Men’s design director in its report on Jones’s departure. Wallpaper, citing Business of Fashion, reports that the pair will hold a majority stake alongside an undisclosed investor. The investor has not been named.
Production split
Wallpaper reports that most production will take place in Japan, with leather goods made in Italy, and that the label will launch on the designer’s new website in mid-2027.
Japan for making, London for design
Wallpaper says the collection is designed in Jones’s London studio, with most production in Japan and leather goods made in Italy. NSS Magazine gives the same split, with production mainly in Japan and leather goods in Italy. Haute Living reports that clothing is made predominantly in Japan and leather goods in Italy.
No factories or manufacturing partners have been named in the reports. Wallpaper lists Jones’s recent work outside the major houses. He was hired by Bosideng in October 2025 to lead a new line called Areal, which launched with a 20-piece capsule. Haute Living describes Areal as a premium outerwear line.
Wallpaper also lists a casual and sleepwear collection for Aman Essentials. Haute Living adds a capsule for Aman and a collaboration with Chinese electric carmaker Avatr. Both outlets place these projects in his work since leaving Dior.
A direct-to-consumer start on kimjones.com
The collection will be sold first and exclusively on kimjones.com, according to NSS Magazine and Haute Living. Wallpaper also describes the launch as on the designer’s new website. Retail expansion will follow across Asia and through selected commercial partners, and the first physical store is set for Hong Kong later in 2027.
The timing differs between reports. Wallpaper says the collection launches in mid-2027 on the designer’s new website and ties the label to its A/W 2027 season, with shows running January to March. Haute Living says the label launches for fall 2027 and arrives in mid-2027. NSS Magazine gives the second half of 2027 for the first collection.
Wallpaper says Jones has not said whether he will show during fashion week. That has not been announced.
Hong Kong as the first store, Asia next
The first KIM JONES store is due at Central Yards in Hong Kong. NSS Magazine and Haute Living give October 2027 as the opening month. Wallpaper gives autumn 2027 and describes a 4,000-square-foot address in Central Yards, which overlooks Victoria Harbour. More stores across Asia and with international retail partners are expected, but no dates have been given.
Haute Living reports that Asia was a large source of Dior Men’s sales during his tenure. Citing a 2025 WWD interview, it quotes him as saying “Asia’s got the pulse at the moment.”
Haute Living reports that Jones told The New York Times he did not want to “go and look at another archive,”, while Wallpaper says several designs in the new label draw on his archive.
Most garments will be made in Japan and leather goods in Italy.
The houses behind his career
Wallpaper lists Louis Vuitton menswear from 2011 to 2018, and Dunhill creative direction from 2008 to 2010. It also lists about four years of Fendi womenswear and haute couture, which ended in October 2024, and seven years at Dior Men. Wallpaper notes an OBE in 2020 for services to the fashion and textile industry.
Fashion Dive reports that Dior hired Jones in 2018 to lead its menswear creative team. Before Dior, he was men’s creative director at Louis Vuitton, a role Pharrell Williams held at the time of that report.
Fashion Dive reports that the departure was announced in Instagram posts on a Friday. His latest Dior menswear collection was shown on 24 January 2025 at Paris Fashion Week. No successor was named, and Jones did not say what he would do next.
Dior’s statement thanked him for accelerating the development of its men’s collections internationally. Delphine Arnault, chairman and chief executive of Christian Dior Couture, praised him for reinterpreting the House’s heritage. Haute Living notes that during his Dior years he designed a capsule with Lewis Hamilton.
What remains open and what the houses face
The label has not yet announced pricing, the investor’s identity, fashion week plans or manufacturing partners. The majority stake reported by Wallpaper, citing Business of Fashion, is the only ownership detail in these sources.
For the houses, the backdrop is financial as well as creative. Fashion Dive reports LVMH’s fiscal 2024 revenue at €84.7 billion, about $88.3 billion, down 2 percent, with profit down 14 percent. The same report describes many creative director changes in 2024, with multiple unfilled positions as 2025 began.
No commercial link between the new label and Dior, Fendi or Louis Vuitton has been announced. The dates to watch are the 2027 online launch and the October 2027 Hong Kong opening, with Wallpaper giving autumn 2027 for the store.
Photo: Dick Thomas Johnson from Tokyo, Japan · CC BY 2.0 · via Wikimedia Commons
