Kim Jones is putting his own name on a fashion label. According to WWD and Vogue, the collection arrives in mid-2027 exclusively through the designer's website, kimjones.com. A first physical store follows at Central Yards, a mixed-use development from Henderson Land. WWD describes the line as a fall 2027 collection.
"After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again," Jones said in a statement, as reported by WWD and Vogue.
What the label will be
The brand's release says the collection is built around versatility and offers "a broader wardrobe unrestricted by traditional categories," a phrase Vogue reads as a sign the clothing may be fluid and genderless. Prices are described only as considered, with no figures given. Production is split between two countries, with the clothing made predominantly in one and leather goods in the other.
Beyond the first store, the plan includes further stores and selected retail partners. Vogue also suggested Jones may extend the brand into mediums beyond clothing, though that is the publication's speculation rather than an announced plan.
The store and the developer
Vogue reports that Central Yards is an $8 billion project. It will stretch roughly 400 meters horizontally, sits next to the high-end IFC mall, and has a first phase scheduled to open in October 2027. A second phase is expected in 2032. Henderson Land plans an event on October 13 to mark 50 years in business, and Vogue notes more detail on the partnership could emerge then. Whether Jones and the developer agreed any special retail terms is unclear, Vogue said.
Vogue also observed that the host city is better known as a financial and trading hub than as a fashion capital. It pointed to a recent multi-month recovery in retail sales and to a growing local design scene, helped by the restructured Hong Kong Fashion Fest.
A run of independent projects
Jones left Fendi in 2024 and Dior Homme in 2025, Vogue reports. WWD notes he spent seven years as artistic director of Dior Men. Since then he has worked through Kim Jones Studio on a string of projects: a limited-edition Avatr 012 sedan with the carmaker Avatr, a capsule for Aman Essentials, and the creative directorship of Areal, a Bosideng sub-brand he took on in October 2025.
WWD says Jones hinted at the new collection last December at the WWD x SJ Global Fashion and Business Conference, held with the Hong Kong Fashion Council. The next dates to watch are the October 13 Henderson Land event and the mid-2027 online debut.
Reporting sources: Vogue, “Why is Kim Jones Launching His Eponymous Brand in Hong Kong?” · WWD, “Designer Kim Jones Will Launch a Signature Label Made in Japan, and a Store in Hong Kong in 2027”.