Bosideng names Kim Jones creative director for Areal luxury project

Kim Jones is beginning afresh with Bosideng. The British designer, previously at Dior and Fendi, has been appointed creative director of Areal, the Chinese down outerwear large’s new luxury project.

Jones will make his debut within the new function within the Autumn/Winter 2025/26 season with a 15- to 20-piece capsule for each women and men.

“The Areal capsule, which we have been working on for six months, will be distributed in China via two pop-ups and 50 stores in the country’s major cities, as it is a niche line with a higher price point than Bosideng. For now, as the project has only just launched, it is intended solely for China; then we’ll see how it evolves,” Pietro Ferragina, creative director of the Bosideng model since late 2017, defined to FashionCommunity.com.

Jones’ appointment brings to fruition a partnership that, based on worldwide press reviews, started final 12 months when the designer arrived in Shanghai to deliver the brand new Areal idea to life.

The transfer marks a decisive shift for Bosideng, which goals to raise its place within the luxury sector via Areal, conceived as a high-end crossover project.

The Chinese model, recent from its debut on the Paris Fashion Week runways, has specialised in outerwear for greater than 40 years and posts annual turnover of over €3 billion.

Jones stepped down as inventive director of Dior Homme, owned by LVMH, final January. Shortly earlier than, he introduced his resignation from Fendi, the place he led womenswear and couture. He was additionally on the helm of Louis Vuitton menswear for greater than seven years, considerably rejuvenating its picture.

Born in London in 1979, Jones, whose profession started in 2003 together with his first look at London Fashion Week, launched his personal label (later suspended) early in his profession and has solid collaborations with Alexander McQueen, Umbro, Hugo Boss and Iceberg.