Kim Jones Relaunches Eponymous Label With Hong Kong Flagship Plan

Former Dior Men and Fendi creative director Kim Jones is returning under his own name, announcing a London-based eponymous label on Monday, Oct. 12, with a mid-2027 direct-to-consumer launch and a 4,000-square-foot Hong Kong flagship planned for autumn 2027. Wallpaper* reported that the A/W 2027 collection will be designed in Jones’s London studio with longtime collaborator Lucy Beeden, produced largely in Japan and leather goods made in Italy. Business of Fashion framed the revival as a DTC lifestyle brand — menswear and tailoring first, with genderless versatility and room for interiors — backed by an undisclosed investor while Jones and Beeden keep a majority stake.

According to Wallpaper*, Jones said it “feels like the right moment to do something under my own name again” after years inside major houses, calling the project a way to combine fashion, art and design with collaborators he admires. The logo is his name in lower-case serif set on the diagonal; prices are described as “considered,” and several designs will draw on pieces from his early-2000s archive. BoF reported revived archive favorites such as a reversible smoking jacket and a two-toned patchwork shirt, with a tailored coat topping the debut collection around €1,300 and utility trousers at €380.

WWD and Wallpaper* both place the first store at Hong Kong’s forthcoming Central Yards development overlooking Victoria Harbour, with further Asian openings and selected retail partners expected afterward. BoF added that Jones wants the flagship merchandised for heavy foot traffic — ferry commuters and suit shoppers alike — and designed to feel like his own house, complete with works from his art collection. The brand plans two collections a year via monthly drops alongside core wardrobe pieces.

Since leaving Dior Men in January 2025 (after exiting Fendi the prior October), Jones has stayed visible through Bosideng’s Areal line and Aman Essentials casual- and sleepwear. The Oct. 12 announcement is the fuller reboot: a namesake label last active from 2003 to 2008, now aimed at what Jones calls “reality… in a cool way” after luxury price inflation. BoF quoted him saying he is “not scared of scaling” after nearly two decades of house growth mandates, and that Asia still has “the pulse.”

For lifestyle readers watching designer exits turn into independent brands, the Kim Jones relaunch is less a nostalgia play than a geography and pricing bet — Japan manufacturing, Hong Kong retail, considered price points and a wardrobe that refuses rigid categories. Mid-2027 is when the clothes arrive online; October 2027 is when the Central Yards doors are meant to open.

Find more fashion and beauty coverage on our Lifestyle page.

Verification: Oct. 12 announcement, A/W 2027 / mid-2027 DTC website launch, Lucy Beeden partnership, Japan production / Italy leather, lower-case diagonal logo, “considered” pricing, Central Yards Hong Kong flagship autumn 2027 and Jones quote on working under his own name from Wallpaper* (Jack Moss, Oct. 12, 2026). Majority stake with undisclosed investor, DTC lifestyle framing, archive piece examples, €1,300 coat / €380 trousers, monthly drops, house-like store design and Asia scaling quotes corroborated by Business of Fashion (Robert Williams, Oct. 12, 2026); store location details also align with WWD (Samantha Conti, Oct. 12, 2026).