Kim Jones Launches His Own Label for Fall/Winter 2027, With a First Store in Hong Kong

Kim Jones is starting his own label. The designer announced KIM JONES on his own and his studio's Instagram accounts on October 12, calling it "the eponymous label from Kim Jones OBE" and saying it launches for Fall/Winter 2027. For now, kimjones.com is a sign-up page.

The rest of the plan, as FAD Magazine and Jing Daily both report it: the clothes are made mostly in Japan and the leather goods in Italy, the label sells only through its own site from mid-2027, and its first store opens in October 2027 at Central Yards, Henderson Land's development in Hong Kong. More stores in Asia and selected retail partners are meant to follow. FAD describes the collection as a broad wardrobe that doesn't stick to the usual categories, and quotes Jones saying the moment feels right to work under his own name again.

Image: Kim Jones Studio

Where he's coming from

Jones spent the last decade and more inside LVMH's biggest houses. He was men's artistic director at Louis Vuitton until 2018, when he moved to Dior Men, and from 2020 he also designed Fendi's womenswear and couture. He left Fendi in October 2024 and Dior Men in January 2025, a week after his last show there. Both jobs have since changed hands: Jonathan Anderson now designs Dior, and Maria Grazia Chiuri is at Fendi.

Since then he has worked on projects with an Asian focus, which Jing Daily lists as Aman, the Chinese electric-car brand Avatr and Areal, the premium line from the down-jacket maker Bosideng. Opening in Hong Kong before anywhere in Europe follows the same line.

The read

"Again" is the word that matters: Jones ran a menswear label under his own name in London in the 2000s, before the big houses took him in. Coming back now, he's skipping the usual route of a show, a showroom and a wholesale order book: direct online, one store in Asia, and selected partners later. That keeps the margin and the image in his own hands, and it's a bet that his name brings the customer without a department store's help.

The Japan and Italy split says what the label wants to be: made by the same kinds of workshops as the houses he left. What it hasn't said yet is who is backing it, what it will cost, or whether there will be a runway show for Fall/Winter 2027. We'll add those when the label does.