Kim Jones Plans Namesake Fashion Line for 2027
Kim Jones, who previously led menswear at Louis Vuitton, womenswear at Fendi, and Dior Men, is starting a label under his own name. The men’s and women’s collection is set to arrive in mid-2027, backed by Jones and an unnamed investor, with a Hong Kong store and an international online shop planned. Prices will range from about 150 pounds for a T-shirt to 1,300 pounds for a cashmere overcoat, and the brand will use shop-in-shops in European department stores rather than wholesale.
Kim Jones, formerly creative director for Louis Vuitton menswear, Fendi womenswear, and Dior Men, will introduce his own men’s and women’s label in mid-2027. He and an unidentified investor are financing the British-based venture, which opens with a 4,000-square-foot Hong Kong store and an international online shop.
Prices are expected to run from £150 for a T-shirt to £1,300 for a cashmere overcoat. Jones left Dior in January 2025 and has since worked with Bosideng and Aman. He plans European department-store shop-in-shops, not wholesale, and may stage an off-season consumer show in Asia.
The launch may give fashion consumers another independent luxury option and could intensify competition among established houses and emerging designer labels. Department stores and Hong Kong retail could benefit from added foot traffic, while aspiring designers may see a high-profile example of leaving major houses to build a personal brand. Pricing and limited distribution may keep the label exclusive, so its broader social reach could remain modest.