Kim Jones Jumps from Dior and Fendi to Lead Bosideng's Luxury Push as Areal Creative Director

Renowned British designer Kim Jones is set to embark on a new venture as the creative director of Areal, Bosideng’s ambitious new luxury project. This marks a significant fresh start for Jones, who previously held prominent positions at prestigious fashion houses including Dior and Fendi.

Areal is conceived as a high-end crossover project, aiming to elevate the Chinese down outerwear giant's presence in the luxury sector. Jones's debut collection for Areal will be presented in the Autumn/Winter 2025/26 season, featuring a 15- to 20-piece capsule range designed for both men and women. Pietro Ferragina, creative director of the Bosideng brand since late 2017, explained to FashionNetwork.com that the Areal capsule, which has been in development for six months, will initially be distributed exclusively in China. This will be facilitated through two pop-up locations and approximately 50 stores situated in the country's major cities, targeting a niche market with a higher price point than Bosideng's existing lines. The brand will assess the project's evolution before considering international expansion.

This appointment solidifies a partnership reportedly initiated last year when Jones traveled to Shanghai to help bring the new Areal concept to fruition. For Bosideng, a brand with over 40 years of specialization in outerwear and an annual turnover exceeding €3 billion, this move represents a decisive shift towards establishing itself more firmly within the high-end luxury market, following its recent debut on the Paris Fashion Week runways.

Jones's impressive career prior to Areal includes a recent tenure as artistic director of Dior Homme, owned by LVMH, a role he departed from last January. Shortly before this, he announced his resignation from Fendi, where he oversaw womenswear and couture collections. His extensive experience also includes more than seven years at the helm of Louis Vuitton menswear, where he was instrumental in significantly rejuvenating the brand's image.

Born in London in 1979, Kim Jones launched his career in 2003 with his inaugural appearance at London Fashion Week. Early on, he established his own label, which was later suspended, and has since forged notable collaborations with major names such as Alexander McQueen, Umbro, Hugo Boss, and Iceberg.