Whether you’ve bought a piece of his designs or not, Kim Jones OBE has surely touched your life. The inventive collections he created for Louis Vuitton, Dior, and Fendi fused high-fashion couture and popular streetwear, shaping the way we all dress today.
During his time at the top luxury houses, he championed unexpected partnerships that impacted more than just the fashion world. He masterminded the collaboration between Louis Vuitton and cult brand Supreme in 2017, considered one of the greatest defining moments in fashion over the last 20 years. A fervent art collector, he also tapped artists such as Kaws and Daniel Arsham to co-create with the brands he helmed.
And now, the world is ready for a Kim Jones comeback. He recently announced the return of his eponymous brand, Kim Jones, which was first established in 2003. The brand’s first stop is Asia, specifically the brand-new Central Yards in Hong Kong, where the inaugural Kim Jones flagship store is opening in 2027.
“Our plan is to build stores in places that are for everyone, and Central Yards is just that,” he says. Hong Kong’s largest “groundscraper” — a horizontal building spanning a wide area, like a skyscraper in scale but closer to the ground — embraces biophilic design. The open, porous architecture invites people inside; they can walk from the city streets right to the harbourfront, as well as in and around the spaces within the development. “I love the idea of people coming in, feeling at home and finding something for themselves or to gift,” he says.
Here’s everything we know after we caught up with Kim Jones in Hong Kong:
He has a strong affinity with Hong Kong
Jones spent the early part of his career as Creative Director of Dunhill, and through that job got to visit Hong Kong a lot. It’s a city he loves walking around in, and the concept behind Central Yards really appealed to him. “I love the location, I love the romance of the Star Ferry, I love the idea of the building being open, so different types of people can go into the store,” he shares.
The flagship store will look and feel like his personal home
Experiential retail is a must nowadays and Jones mentioned the likes of Gentle Monster really upping the ante on how boutiques become a nexus for culture and not just commerce. The first flagship boutique will be designed like his eclectic home — it will, in fact, feature artwork from his personal collection — because he wants to make it feel more welcoming than a traditional concept store.
A more engaging retail experience is motivated by his desire to create a physical space to bring people together, as well as push for everyone to live in the present. “I come across a lot of young people and they spend their lives on their phones,” he said. “I want to give people things that they can see and enjoy without their devices.”
Tailoring will be a key focus in-store
“In Hong Kong, a lot of people wear suits. One of the things I loved at Dunhill is learning how tailoring works in Asia,” says Jones. As such, the Kim Jones store will have its own dedicated tailoring area, helping people to dress smart but with suits adapted to the humid climate, too.
The Kim Jones flagship won’t be limited to clothes
While Jones is celebrated for his immense contribution to fashion, his new label encompasses the entire lifestyle realm. “The world is changing very fast and we want to be able to provide everything from womenswear to furniture to something for your pets,” he shares. And when Jones says everything, he means that even bespoke commission pieces and designing interiors are fair play.
The collection will be done in monthly drops
Visual merchandising is a major element with the boutique layout and styling changing depending on the current collection. “The store will release monthly capsules, but it could be a toy or a car,” he says. The cadence allows shoppers to discover something new all the time, but also gives Jones a chance to dive deep into a multidisciplinary design approach. He also hinted on doing a runway show in Hong Kong when he launches the flagship store in 2027.
It’s aspirational but at accessible price points
“I stopped working in luxury nearly a year and a half ago. For me one of the problems was the price point. When I started, it was attainable for young people to buy luxury goods and now it’s not,” he says. For instance, Jones is looking to offer tailored suits at just over 1,200 pounds. Given the range of products from homeware to fragrances, there is something for everyone to buy. “I’ve never been a snob, except if someone’s not being a very nice person,” he shares with a laugh. “I like things to be for everyone.”
