Kim Jones
Creative director of Areal by Bosideng; Dior Men artistic director 2018 to 2025
Kim Jones is a British designer who led menswear at Louis Vuitton from 2011 to 2018 and at Dior from 2018 to January 2025, while also designing Fendi womenswear from 2020 to 2024. Since late 2025 he has been creative director of Areal, a premium line from the Chinese outerwear company Bosideng.
| Role | Creative director, Areal by Bosideng |
|---|---|
| Since | Late 2025 |
| Previous role | Artistic director, Dior Men (2018 to January 2025) |
| Also | Louis Vuitton menswear 2011 to 2018; Fendi womenswear 2020 to 2024 |
| Born | 1973, London |
Who is Kim Jones?
Kim Jones, born in London in 1973, is one of the most influential menswear designers of the past two decades. He was artistic director of Dior Men from 2018 until January 2025, and before that led menswear at Louis Vuitton. Since late 2025 he has been creative director of Areal, a new premium line from Bosideng, and he also runs Kim Jones Studio.
Career
Jones completed an MA at Central Saint Martins in 2002 after studying graphics and photography at Camberwell. He launched his own label in 2003, then moved into leadership roles at major houses.
- 2008 to 2011: creative director, Alfred Dunhill.
- 2011 to 2018: artistic director of menswear, Louis Vuitton, including the 2017 collaboration with Supreme.
- 2018 to January 2025: artistic director, Dior Men; final show on 24 January 2025.
- 2020 to October 2024: artistic director of womenswear, couture and fur, Fendi.
- Since late 2025: creative director, Areal by Bosideng.
He was appointed OBE in 2020.
Influence on the fashion business
Jones played a central role in bringing streetwear culture into luxury menswear, most visibly through the Louis Vuitton x Supreme collection. At Dior Men he combined couture techniques with collaborations with artists and other brands. According to FashionNetwork, the revenue of Dior's menswear tripled during his tenure. His simultaneous roles at Dior and Fendi also made him one of the few designers to lead two LVMH houses at once.
His move to Bosideng's Areal, a line which he has said was around three years in development, is one of the highest-profile appointments of a European luxury designer by a Chinese brand. The launch included a pop-up at K11 Musea in Hong Kong.
Across his roles, Jones has been known for close collaboration with artists, including painters and designers whose work was translated into prints and objects for his collections. This collaborative method, combined with a deep interest in archives and craft, helped define how luxury menswear houses approached product drops and partnerships in the 2010s and early 2020s.
Why it matters
Jones's career maps the rise of menswear as a growth engine for luxury groups, and the blending of streetwear, collaboration and craftsmanship. His Areal role adds a newer chapter: established Western designers working with Chinese companies building premium brands for global markets.
Frequently asked questions
Who is Kim Jones?
Kim Jones is a British fashion designer who led menswear at Louis Vuitton from 2011 to 2018 and at Dior from 2018 to January 2025. He also designed womenswear for Fendi from 2020 to 2024.
What is Kim Jones doing now?
Since late 2025 he has been creative director of Areal, a premium line from the Chinese outerwear company Bosideng. He also runs his own studio, Kim Jones Studio.