Kim Jones heads up design for Bosideng’s new luxury sub-brand
British designer Kim Jones, who exited his role as Artistic Director of Dior after seven years in January 2025, has taken up the position of Creative Director for Areal, a new luxury sub-brand from Chinese down outerwear giant, Bosideng.
According to reports, the Areal AW25 capsule collection of 15-20 pieces for men and women has been in the making for six months and is being sold in China through two pop-up stores as well as in 50 stores in the country’s main cities – with higher price points than Bosideng.
Jones, who also previously held the position of Style Director in the men’s ready-to-wear division at Louis Vuitton (from 2011 to 2018), is best known for merging streetwear with luxury – including driving the Louis Vuitton collaboration with Supreme.
He will be in a part-time role at Bosideng, where he is "redefining" the down jacket, among other pieces.
According to a post on Hypebeast, which was in attendance at FT’s Business of Luxury Asia Summit, Jones shared that moving forward he also hopes to expand his own brand, Kim Jones Studio.
During a keynote panel discussion, he said: "I’m fascinated by independence now. Independence can be really big too…There’s something about owning itself."
