What's Happening?
British designer Kim Jones, formerly associated with Dior, has joined the Chinese outerwear brand Bosideng. Jones will spearhead a new luxury project named Areal, which is set to debut with a capsule collection for the autumn/winter 2025 season. This
initiative marks Bosideng's entry into the luxury segment, following its debut at Paris Fashion Week in 2025. The project will initially launch in China, with potential for broader distribution based on its success. Jones brings extensive experience from his previous roles at luxury fashion houses such as Dior, Fendi, and Louis Vuitton.
Why It's Important?
Kim Jones's appointment to Bosideng signifies a strategic move by the Chinese brand to elevate its status in the global fashion industry. By leveraging Jones's expertise, Bosideng aims to penetrate the luxury market, which could enhance its brand prestige and expand its consumer base. This development reflects the growing influence of Chinese brands in the international fashion scene, challenging established Western luxury labels. Success in this venture could lead to increased competition and innovation within the luxury fashion sector.
What's Next?
The Areal project will initially focus on the Chinese market, with plans for expansion contingent on its performance. Bosideng's creative director, Pietro Ferragina, has indicated that a wider rollout will be considered if the project gains traction. Industry observers will be watching closely to see how Jones's designs resonate with consumers and whether Bosideng can establish itself as a formidable player in the luxury fashion market.
