Some designers leave a great house and disappear for years. Kim Jones has taken a different route. Since his final runway show for Dior in January 2025, he has designed resortwear for Aman, taken on a consulting role in China and travelled widely. Now, according to a 12 October 2026 interview with The Business of Fashion, he is bringing back the label that started it all.
Here's what we know about the new Kim Jones brand, when it launches, what it will cost, and why it matters.
The news in brief
- What: Kim Jones is reviving his namesake label, nearly two decades after shelving it.
- Who: He is joined by Lucy Beeden, his long-time design director.
- When: An online, direct-to-consumer launch is planned for mid-2027.
- Where: The first flagship is planned for Hong Kong, as early as October 2027.
- Price point: described as "considered" accessible luxury, topping out at a €1,300 tailored coat in the debut collection.
All details below come from BoF's interview by Robert Williams.
What will the new label be like?
Jones told BoF that the brand will be rooted in menswear and tailoring, with a focus on genderless, versatile designs "unrestricted by traditional categories". He wants it to grow into "a fully formed wardrobing and lifestyle product for people", eventually including interiors.
Archive pieces, revisited
The debut includes a handful of designs from his early label, such as a reversible smoking jacket (a tuxedo one way, deconstructed sportswear the other) and a two-toned patchwork shirt. "It's just a handful of things that I love from that archive, which were probably ahead of their time," Jones said, "but also a sort of fusion of all the things I've done with tailoring throughout my career."
Where it's made
According to BoF, most pieces are made in Japan, with leather goods made in Italy.
How it will be released
The brand will release two collections a year through monthly drops, alongside staple items designed for passing trade. "You have to think about the passers-by, whether it's people headed to the Star Ferries, or a businessman who wants to buy a new suit," Jones said.
How much will Kim Jones's new label cost?
Jones and Beeden describe their price point as "considered". BoF reported that the most expensive piece in the debut collection will be a €1,300 tailored coat, and that a pair of orange utility trousers will be priced at €380. Australian pricing has not been announced.
That positioning is deliberate. "By the time I left Dior, the pricing in luxury was really getting too expensive. It didn't make sense," Jones told BoF. "What I've learned is that people really care about the quality."
His summary of the mood among customers: "People are not believing the dream. People want reality, but in a cool way, and that's what I'm selling here."
It echoes what buyers said at Milan Fashion Week SS27, where "real clothes" were the story of the season.
Why Hong Kong?
The planned flagship is a two-level, 4,000-square-foot space in Hong Kong's forthcoming Central Yards shopping centre, where BoF reports that 4 to 8 million people are projected to walk past each month. Jones says it will be designed to look like his own house, decorated with works from his art collection: "Some large Lalannes, some Francis Bacon paintings, things like that." He named Ralph Lauren's world-building approach as a "beacon".
Asia has long been central to Jones's career; his original menswear label was a cult success in Japan, and BoF reports further store openings across Asia are planned after Hong Kong. His consulting role as creative director of Bosideng's Areal line also keeps him visible in China. "There's posters of me all over China 10 meters tall," he told BoF. "It's good people don't forget who you are."
Who owns the brand?
Jones and Beeden are keeping a majority stake, according to BoF, with backing from an undisclosed investor who wants to scale the brand quickly.
Kim Jones's career: a quick timeline
To understand why this launch matters, it helps to know how much Jones has shaped modern menswear. Based on BoF's account:
| Period | Role |
|---|---|
| Until 2008 | His namesake menswear label, a cult success in Japan, shelved in 2008 |
| 2008 | Creative director of Dunhill (Richemont) |
| Following Dunhill | Artistic director of menswear at Louis Vuitton (LVMH) |
| 2018–January 2025 | Artistic director of Dior menswear |
| 2020–2024 | Also designed Fendi's womenswear and haute couture |
BoF reports that Dior's menswear sales are estimated to have grown more than fourfold during his tenure, becoming a billion-plus business. At the peak, Jones and Beeden say their studio signed 32 collections in a single year. "It gets a bit silly," Jones said. "We had a really great time doing it all, but I never intended to do it forever."
Explore the houses he worked for on Casadi: Louis Vuitton, Dior and Fendi.
A wider trend: designers leaving the big groups
BoF places Jones among former LVMH designers, including Stella McCartney, Marc Jacobs and Phoebe Philo, who are "carving paths outside luxury's biggest group" (Philo's label retains closer ties, as LVMH holds a minority stake). Marc Jacobs's brand itself has just been sold by LVMH, which we explain in our Marc Jacobs article. For Philo's influence, see Old Céline.
Jones isn't sure he'll ever return to a major luxury house, he told BoF.
Why it matters
There are three reasons to watch this launch closely:
1. Price. A star designer pitching €380 trousers and a €1,300 top-end coat is a pointed comment on how far luxury prices have climbed. 2. Format. Monthly drops and a direct-to-consumer model sit closer to a modern lifestyle brand than a traditional runway house. 3. Taste. Few designers have Jones's record of reading the moment, from streetwear collaborations to couture tailoring. If he's right that customers want "reality, but in a cool way", others will follow.
Frequently asked questions
When does Kim Jones's new label launch?
Online in mid-2027, according to BoF, with a Hong Kong flagship planned as early as October 2027.
How much will Kim Jones's clothes cost?
The most expensive debut piece is a €1,300 tailored coat; orange utility trousers will be €380. Australian prices haven't been announced.
Who is Lucy Beeden?
Kim Jones's long-time design director, who is joining the venture and co-owns the majority stake with him.
Will Kim Jones return to Dior or another big house?
He told BoF he isn't sure he'll ever return to a major luxury house.
Will the brand ship to Australia?
Not yet announced. As a direct-to-consumer online brand, international shipping is likely but unconfirmed.
Featured image: WiNG, CC BY-SA 3.0, via Wikimedia Commons. Cropped for this page; the cropped version is shared under the same CC BY-SA 3.0 licence.
