Why Is Kim Jones Still in Demand? His New Label and Work for Aman and Bosideng
Kim Jones’s first own-label collection is due online in mid-2027. His work with Aman and Bosideng offers clues to the design worlds behind his return
Kim Jones’s first collection for his namesake label is set to debut online in mid-2027. In the meantime, two recent projects have taken his work beyond the familiar fashion-house brief: AREAL, a premium urban outerwear line developed with Bosideng, China’s downwear specialist, and a travel collection for Aman Essentials, the lifestyle arm of the luxury hotel group Aman, inspired by more than 30 destinations.
Jones first launched a label under his own name in 2003, before going on to lead menswear at Louis Vuitton and Dior. From 2020 to 2024, he also oversaw Fendi’s womenswear and couture while continuing as artistic director of Dior Men. A former protégé of the Arnault family, Jones knows how to juggle several briefs and shows little inclination to slow down. But what is it about his design approach that keeps brands eager to work with him? And, as he returns to independent design, what might he take from his experience at those luxury houses—and from his more recent work in outerwear and travel—into his next chapter?
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How Kim Jones Brought Supreme to Louis Vuitton
After graduating with a focus on menswear, Jones quickly emerged as one of the most influential voices in contemporary fashion. In 2011, he was appointed artistic director of menswear at Louis Vuitton, a role that allowed him to blend technical innovation and traditional craftsmanship with street culture.
His ability to balance luxury with a more relaxed, urban sensibility became a signature. The collaboration with Supreme, unveiled during Louis Vuitton’s Autumn/Winter 2017–18 show, brought a New York streetwear label into the world of a major luxury house. This partnership helped redefine the relationship between luxury fashion and streetwear, demonstrating how the two could share both a collection and an audience. That instinct for collaboration would continue to shape his work.
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What Was Kim Jones’s Vision for Dior Men?
In 2018, Jones took the creative reins of Dior Men. He revisited the house’s heritage through a contemporary lens, translating Monsieur Christian Dior’s codes and couture craftsmanship for a younger, globally connected generation.
Sharp tailoring, sculptural blazers, clean-cut trousers and meticulously detailed shirts became the foundations of a wardrobe that felt both timeless and forward-thinking. Japanese influences reflected Jones’s longstanding fascination with the country and its culture—a passion he shared with Dior himself.
His runway shows placed fashion in conversation with art, design, and pop culture, evolving into multidisciplinary creative platforms. Collaborations with artists and designers including KAWS, ERL, and Daniel Arsham enriched his visual universe, turning each season into a burst of fresh ideas.
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Kim Jones at Fendi: From Womenswear to Couture
Kim Jones’s work at Fendi spanned the Italian house’s womenswear ready-to-wear and haute couture collections, further demonstrating his ability to navigate different brand identities.
Awarded an OBE and the French Légion d’honneur, he has built a career on a rare combination of curiosity, technical expertise, and an instinct for uniting distant worlds.
What Is AREAL, Kim Jones’s Line with Bosideng?
In 2025, he expanded his creative portfolio with AREAL, a premium line developed with Chinese outerwear company Bosideng. The project further highlighted his international outlook and interest in functional design, an approach that now looks set to become integral to his independent venture.
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Inside Kim Jones’s New Label: Fashion, Art and Objects
So, what comes next? Jones is returning to the label he first launched under his own name in 2003. “After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again,” he said in the launch statement.
The project gives him the freedom to collaborate with creatives he admires and explore ideas across fashion, art, objects and design. Without the constraints of a single established maison, Jones can draw on the full scope of his interests and build a brand that reflects his own perspective.
The ambition is global from the outset: the apparel will be made predominantly in Japan, while the leather goods will be crafted in Italy. The production plan underscores Jones’s international outlook.
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When Will Kim Jones’s First Collection Launch?
The first collection, for Autumn/Winter 2027, is expected to launch online in mid-2027. In October that year, the brand will open its first boutique in Hong Kong, at Central Yards, the city’s ambitious new urban development.
Aman x Kim Jones: What’s in the Travel Collection?
The same philosophy of thoughtful design and cross-cultural inspiration informs Kim Jones’s first designer collaboration with Aman Essentials, the lifestyle label of the global luxury hotel group Aman.
Rooted in his personal connection to Aman and a shared appreciation for understated luxury, the collaboration reveals a new side of Jones’s aesthetic. Drawing on his travels to more than 30 Aman destinations, the collection is inspired by their landscapes, colours, and atmosphere.
The result is a versatile wardrobe designed for travel and life beyond a hotel stay, featuring thoughtful functional details. The emphasis is on how the clothes feel, function and fit into everyday routines. Available at selected Aman destinations, Dover Street Market locations, and online at Aman.com, the collaboration offers further insight into the creative territory Kim Jones is exploring: one where fashion becomes part of a broader lifestyle, shaped by movement, discovery, and a global perspective.
Angelo Ruggeri
Journalist and Tutor for Styling, Business and Design Courses and Master’s Programmes, Milan
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