Kim Jones Relaunches Eponymous Fashion Brand Next Year

Kim Jones is set to relaunch his eponymous fashion brand next year, marking a return to his roots as a designer after leaving Dior Men in 2025.

The British designer's decision to revive his namesake label comes seven years after he stepped down from his role at the helm of Dior Men, where he had been artistic director for over a decade. Jones' career in fashion began with an eponymous line back in 2003, long before he became synonymous with reviving luxury brands through high-profile collaborations.

Jones will be joined by Lucy Beeden, who has served as his deputy designer for years, in this new venture. The brand's focus on menswear and tailoring is expected to feature "genderless, versatile designs" that blur traditional notions of masculinity.

The brand's debut collection will include a selection of designs from Jones' archive, including reversible smoking jackets and patchwork shirts, and it plans to release two collections per year through monthly drops.

Kim Jones' eponymous label marks a significant return to the spotlight for the renowned designer. Since leaving Fendi in 2024, he has maintained a relatively low profile, focusing on collaborations with Bosideng, a major Chinese outerwear company.

However, his influence on men's fashion cannot be overstated. As creative director at Dunhill and later at Louis Vuitton, Jones played a pivotal role in merging luxury fashion with streetwear. His vision helped bridge the gap between high-end design and contemporary styles.

Jones' innovative approach to collaborations has left an indelible mark on the industry. Notably, his 2017 partnership with Supreme for Louis Vuitton was a groundbreaking moment that redefined the boundaries of luxury fashion. At Dior Men, he further pushed the envelope by collaborating with artists such as Shawn Stüssy and Kaws.

His ability to merge high-end aesthetics with cultural obsessions has been a hallmark of his career. By teaming up with unexpected partners like Raymond Pettibon and Air Jordan, Jones has consistently delivered splashy fashion moments that captivate audiences worldwide.

Kim Jones's decision to launch his eponymous label is likely not an isolated incident, given the trend of high-profile designers striking out on their own after leaving luxury houses. Phoebe Philo's 2023 label debut is a notable example of this phenomenon, with her brand garnering significant attention and influence in the fashion industry.

Jones's move follows that of other prominent designers who have opted for more accessible platforms to showcase their work. Clare Waight Keller and Donatella Versace are among those who have turned to mass-market brands like Uniqlo and Revolve for their post-luxury endeavors, indicating a shift towards greater flexibility in the industry.

As Jones embarks on this new chapter, he seems committed to forging his own path, stating that it feels "like the right moment" to establish an eponymous label. With his track record of pushing boundaries through collaborations and innovative partnerships, it's uncertain whether he'll ever return to a big luxury house.