Kim Jones OBE (he was honoured with the title back in 2020) has announced the launch of his own label. After nearly two decades spent shaping the visual language of some of the biggest fashion houses, this new venture places the focus entirely on his own vision—entirely KIM JONES.
“After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again. 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,” says Jones.
Rather than positioning itself within traditional luxury categories, KIM JONES will focus on building a broader, more fluid wardrobe. The first collection is set to debut for the Autumn/Winter 2027 season, and will prioritise versatility and ease with a genderless aesthetic. Most of the KIM JONES pieces will be made in Japan, with leather goods crafted in Italy—underscoring the emphasis on quality and craftsmanship synonymous with the designer’s work. What’s important is that the brand is also being introduced at what is described as a “considered price point”, suggesting an effort to balance luxury with broader accessibility.
The first drop is scheduled for sometime mid-2027 through an exclusive launch on kimjones.com. Jones is also opening his own store, a flagship at Central Yards in Hong Kong in October 2027. Additional stores across Asia and as well as retail partnerships are said to follow.
From his tenure as the creative head of luxury fashion the likes of dunhill to Louis Vuitton to Dior Men and Fendi (both at the same time at one point) to a broad portfolio of collaborations spanning fashion, art, and design, Jones is known for his inter-disciplinary approach to his craft. The eponymous KIM JONES label appears to be a natural evolution of that approach. The timing feels right too. Fashion has become increasingly corporate of late, with designers moving between heritage houses and conglomerate-owned brands after only a few seasons in. The launch of a designer-led independent label carries a particular resonance, signalling a return to a more direct relationship between creator and consumer.
However, this isn't Jones' first solo run. In 2003, he launched his first eponymous label, debuting at London Fashion Week with collections that merged luxury fashion, sportswear and street culture. Over the following years, the brand earned a loyal following through its progressive approach to menswear, alongside collaborations with Umbro and Topman. Jones ultimately closed the brand in 2008 after his appointment at dunhill.
For those of us accustomed to seeing Jones interpret the codes of established houses, the eponymous brand will offer something different: the opportunity to see a designer operating entirely on his own terms again, and how he's evolved.
