Kim Jones launches eponymous label with fall 2027 debut and Hong Kong store
The designer, who recently left Dior and Fendi, is opening his own brand with production in Japan and leather goods from Italy, debuting online in mid-2027 before a flagship store at Central Yards in Hong Kong next October.
Kim Jones is launching an eponymous label for fall 2027, returning to the designer’s own name after years leading houses including Dior Men and Fendi.
The designer said in a statement that “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.”
Where it will be made
Garments will be made predominantly in Japan, while leather goods will be produced in Italy. The label plans to expand beyond its own website and Hong Kong store through selected retail partners and additional storefronts across Asia.
The Hong Kong flagship
Central Yards, the location for Jones’s first brick-and-mortar store, is an $8 billion mixed-use development by property developer Henderson Land. The project’s first phase opens in October 2027. The development features a “groundscraper” structure positioned next to the luxury shopping mall IFC and designed to reshape the city’s skyline, according to the sources.
Jones’s Asia pivot
The choice of Hong Kong signals Jones’s strategic focus on Asia since departing Fendi and Dior in 2024 and 2025. During his tenure as artistic director of Dior Men, a significant portion of the house’s sales came from the region. Jones told WWD last year that “Asia’s got the pulse at the moment. I think it’s an Asian century.”
Since leaving those houses, he has undertaken several Asian projects: a capsule with sustainability focus for Aman Essentials, the lifestyle brand by luxury hospitality group Aman; a collaboration with Chinese electric carmaker Avatr on a limited-edition sedan; and the Areal premium line with Shanghai-based outerwear specialist Bosideng.
Jones’s connection to Hong Kong runs deep. While leading British tailoring brand Dunhill from 2008 to 2011, the designer built expertise in tailoring craft through time spent in the city. Later, when designing for Louis Vuitton and Fendi, Hong Kong became a crucial sales and commercial center for those collections. The city was also selected as the venue for Dior Men’s Pre-Fall 2024 presentation, though that show was ultimately postponed.
Why Hong Kong now
Hong Kong’s retail sector has strengthened in recent months, driven by high-spending tourism, major events, and demand for luxury goods. The city ranks fourth globally in terms of the costliest locations for affluent residents to maintain a high quality of life, according to the 2026 Julius Baer Global Wealth and Lifestyle Report, and is consistently ranked the world’s most expensive housing market. The city’s unique tax position as a free port and its “one country, two systems” framework also make it an attractive testing ground for international brands entering mainland China and expanding regionally.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
