Kim Jones Relaunches His Eponymous Label with a Landmark Hong Kong Flagship

Following his high-profile departure from Dior Men earlier this year, British designer Kim Jones has officially announced the revival of his namesake brand, partnering with long-time design director Lucy Beeden to chart a new era in independent luxury. Setting his sights on East Asia’s evolving market, Jones has selected Central Yards on Hong Kong’s New Central Harbourfront as the home for his upcoming flagship store, positioning the brand at the intersection of European tailoring mastery and Asian luxury consumption.

Conceived as a direct-to-consumer luxury house unrestricted by traditional seasonal constraints, the inaugural collection focuses on fluid, genderless tailoring and elevated menswear crafted primarily in Japan, complemented by Italian leather goods. Drawing upon a legendary career that spans transformative eras at Louis Vuitton, Dunhill, Dior, and Fendi, Jones returns to his roots with an uncompromising focus on technical precision and subcultural narrative. The rollout, slated to launch digitally in mid-2027 before the physical unveiling in Hong Kong, signals a bold shift toward autonomous, craft-driven tailoring in contemporary menswear.

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