The former Dior and Fendi designer takes the helm of Bosideng’s new luxury sub-brand
In a move that underscores China’s growing influence in global luxury, Bosideng has appointed Kim Jones as creative director of its newly launched sub-brand, Areal. The appointment, revealed in a video announcement today, marks a bold step for China’s largest outerwear company as it continues to elevate its image beyond performance wear toward high-end, urban luxury.
The partnership originated from Jones’s visit to Shanghai last year, which inspired the concept for Areal. “I thought it was quite interesting working with a brand that people wouldn’t expect,” Jones said in the announcement. “That’s something I would like to do — to make things that people can wear and afford and love.”
Positioned as a high-end urban line, Areal blends Bosideng’s technical expertise in windproof, waterproof, and insulating design with Jones’s refined creative vision. Known for merging luxury with functionality, Jones will introduce collections that emphasize versatility and layered dressing for modern city life.
A graduate of Central Saint Martins, Jones brings a wealth of experience from his acclaimed tenures at Dunhill, Louis Vuitton, Dior Men, and Fendi. His pivot from European luxury houses to a Chinese brand represents a strategic evolution — one that highlights the increasing global relevance of Chinese fashion players.
Speaking at the Financial Times Business of Luxury Asia Summit in Hong Kong on October 21, Jones reflected on his new role and shifting views on the industry. “I’m fascinated by independence now,” he said. “Independent can be really big too, like Chanel, Hermès, Prada. There’s something about owning itself.” He also noted a broader industry recalibration: “Luxury pricing needs to be cognizant of the current economy. It’s important to be realistic about what people can afford now. I don’t want to alienate customers — the consumer is always king.”
The designer will lead Areal on a part-time basis while continuing his independent studio practice. His debut collection introduces sculptural silhouettes, innovative fabrications, and color palettes inspired by China’s natural landscapes and urban architecture.
For Bosideng, the collaboration cements a new chapter in its ongoing global expansion. The company has grown beyond its domestic dominance, with over 350 high-end stores across Italy and regular showings at Paris, Milan, and New York fashion weeks. Its latest fiscal report showed revenues of RMB 25.9 billion ($3.6 billion), up 11.6 percent year-over-year, with profits rising 14.3 percent to RMB 3.51 billion ($492.5 million).
Jones’s appointment not only strengthens Bosideng’s creative positioning but also reflects a broader shift in luxury’s center of gravity toward Asia — where craftsmanship, innovation, and cultural storytelling are increasingly shaping the next phase of global fashion.