Bosideng names Kim Jones creative director for Areal luxury project

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

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

“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 brand since late 2017, explained to FashionNetwork.com.

Jones’ appointment brings to fruition a partnership that, according to international press reports, began last year when the designer arrived in Shanghai to bring the new Areal concept to life.

The move marks a decisive shift for Bosideng, which aims to elevate its position in the luxury sector through Areal, conceived as a high-end crossover project.

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

Jones stepped down as artistic director of Dior Homme, owned by LVMH, last January. Shortly before, he announced his resignation from Fendi, where he led womenswear and couture. He was also at the helm of Louis Vuitton menswear for more than seven years, significantly rejuvenating its image.

Born in London in 1979, Jones, whose career began in 2003 with his first appearance at London Fashion Week, launched his own label (later suspended) early in his career and has forged collaborations with Alexander McQueen, Umbro, Hugo Boss and Iceberg.