Kim Jones' new brand is the most interesting designer comeback of the season. The British designer, who spent seven years as artistic director of Dior Men and several seasons designing Fendi womenswear at the same time, announced on Monday, 12 October, that he is launching a signature label under his own name. According to WWD, the Kim Jones line will bow for fall 2027, will be made predominantly in Japan with leather goods from Italy, and will land first on kimjones.com in mid-2027 before a flagship store opens at Central Yards in Hong Kong in October 2027. Here is what we know about the label, what it will sell, and why the move matters.

What is the Kim Jones new brand?

In his statement, the designer framed the project as a return. "After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again," Kim Jones said. "This brings together the things I've always been interested in — fashion, art and design — and gives me the space to work with people I admire and explore new ideas. I'm excited about what comes next."

WWD reports that the collection has been designed with "versatility at its core" and aims to offer "a broader wardrobe unrestricted by traditional categories." GQ, citing Business of Fashion, adds that the focus will be menswear and tailoring with "genderless, versatile designs," and that the debut will include a few pieces drawn from Jones' own archive, such as reversible smoking jackets and patchwork shirts.

When and where can you buy Kim Jones' label?

The rollout is deliberately simple. The first collection arrives online in mid-2027, exclusively on the designer's website. A first store follows in October 2027 at Central Yards in Hong Kong. GQ, again citing Business of Fashion, describes it as a 4,000-square-foot flagship. WWD reports that more stores are planned across Asia, alongside distribution through selected retail partners.

According to GQ, the label will release two collections a year through monthly drops, a rhythm closer to a modern direct-to-consumer brand than to a traditional fashion house with two big runway moments.

Made in Japan, at a "considered" price

Manufacturing is one of the most telling details. Clothing will be made mainly in Japan and leather goods in Italy, and the press materials describe the price point only as "considered." Haute Living made the point plainly: the real test will be the price, which the brand has not yet published. For shoppers used to Dior Men prices, the hope is a wardrobe that keeps the craft without the full luxury-house mark-up.

Joining Jones on the project, GQ reports, is his long-time deputy designer, Lucy Beeden.

Why Asia first?

The Hong Kong flagship is not a surprise to anyone who has followed his career. WWD notes that a large part of Dior Men's sales came from Asia during his tenure, and the designer has spoken openly about his love for the region. "I just think Asia's got the pulse at the moment. I think it's an Asian century," he told WWD last year. He hinted at the new collection last December at the WWD x SJ Global Fashion and Business Conference in Hong Kong.

Since leaving Dior in early 2025, he has kept busy in the region, according to WWD: a capsule with a sustainable slant for the Aman hospitality group, a collaboration with Chinese electric carmaker Avatr, and the Areal premium line launched with Chinese down-outerwear specialist Bosideng.

Kim Jones' career so far

This is not his first eponymous label. Haute Living reports that Jones started a namesake brand in 2003 after graduating from Central Saint Martins and ran it for eight seasons before closing it in 2008, when he became creative director at Dunhill. GQ notes that the early line built a following through collaborations with Topman and Umbro.

From there came some of the biggest jobs in fashion: men's artistic director at Louis Vuitton, then artistic director of Dior Men, and artistic director of womenswear at Fendi. GQ credits him with bringing luxury and streetwear into the same room, most famously through the Louis Vuitton x Supreme collaboration in 2017, and later at Dior through projects with Shawn Stüssy, Kaws, Raymond Pettibon and Air Jordan.

What the Kim Jones label means for fashion

The new brand fits a wider pattern. More designers are stepping outside the big-house system after long stints inside it. GQ points to Phoebe Philo, whose own label launched in 2023 and became one of the most closely watched in fashion, and to names such as Clare Waight Keller and Donatella Versace taking new paths after luxury.

It also lands during an unusually busy week for designer moves. Kering confirmed Anthony Vaccarello's departure from Saint Laurent days earlier, and the industry is watching closely to see who takes which seat next. Against that churn, an independent label built around one designer's taste, collaborators and craft partners feels like a clear alternative.

Haute Living reports that Jones told The New York Times he did not want to "go and look at another archive," and he told Business of Fashion, per GQ, that he is not sure he will ever return to a big luxury house. After two decades of building other people's brands, the most anticipated thing he can design is one with no history to answer to.

What to expect from the first collection

Based on what has been announced, expect:

Genderless tailoring and menswear-led pieces, versatile enough to move across categories. Archive-inspired items, including reversible smoking jackets and patchwork shirts. Japanese-made clothing and Italian-made leather goods. Monthly drops across two collections a year, sold first online. And, given his track record, collaborations: in his own words, the label gives him space "to work with people I admire."

FAQ

When does Kim Jones' new label launch?

The first collection launches online in mid-2027 on kimjones.com, designed for fall 2027, with a Hong Kong store opening at Central Yards in October 2027.

Where will the Kim Jones brand be made?

WWD reports that clothing will be made predominantly in Japan and leather goods in Italy.

Has Kim Jones had his own brand before?

Yes. He launched a namesake label in 2003 and closed it in 2008 when he joined Dunhill.

More designer news on Cover Issue

For the other big designer move of the week, read our story on Anthony Vaccarello leaving Saint Laurent and Chemena Kamali being tipped to succeed him at https://thecoverissue.com/anthony-vaccarello-leaves-saint-laurent-chemena-kamali — and to see where Dior Men's house went next, read our review of Jonathan Anderson's Dior SS27 at https://thecoverissue.com/dior-ss27-jonathan-anderson-sheer-metallic-tuileries.