Kim Jones has achieved just about everything the luxury fashion world has to offer in his career. Louis Vuitton? Check. Dior? Check. Fendi? You guessed it: check. He’s made streetwear socially acceptable, brought Supreme and Louis Vuitton together, and proved that tradition and the spirit of the times can get on rather well.
Now the British designer is doing something that seems almost revolutionary: he’s working under his own name again.
With KIM JONES, he is returning to his roots. He founded his first label back in 2003, before the major fashion houses discovered him. The relaunch is set to take place in autumn 2027. Production will take place mainly in Japan, whilst leather goods will be crafted in Italy. Together with his long-standing collaborator Lucy Beeden, Jones is focusing on versatile designs that transcend traditional gender categories. His first standalone store is planned for Hong Kong.
What’s interesting here isn’t just what Jones intends to design, but also what he’s leaving behind.
For whilst luxury conglomerates are creating ever-larger brand universes and driving their prices to ever more dizzying heights, Jones promises a more accessible form of fashion. Quality rather than megalomania. Personality rather than corporate logic. At least, that’s the aim. Will this actually result in a new definition of luxury? We’ll have to wait and see. But we like the idea.
After decades working for big names, Kim Jones is now becoming a brand in his own right. And sometimes that is precisely the greatest luxury: being able to do things your own way.
