Kim Jones is stepping into a new era. The British designer, known for reshaping modern menswear at Dior and Fendi, has been appointed creative director of Areal, the premium line of Chinese outerwear powerhouse Bosideng. The move marks a decisive shift in Jones’s trajectory—one defined by a search for creative autonomy after years of steering two of fashion’s most influential houses.
In his new part-time role, Jones will oversee the evolution of Areal, a brand conceived to redefine the luxury coatthrough a dialogue between technical performance and artisanal refinement. His task is to bring a more global visionto Bosideng’s design language—merging the company’s heritage of innovation with a sophisticated aesthetic sensibility rooted in contemporary culture.
Launched as Bosideng’s most exclusive project, Areal positions itself at the intersection of craft and function, aiming to compete with established European luxury houses while maintaining a distinctly Eastern design identity. Under Jones’s guidance, the line will embrace the hallmarks that have defined his creative imprint: clean architectural lines, sculptural silhouettes, organic tonal palettes, and a quietly urban tension between structure and movement.
For Jones, this partnership is not simply another luxury appointment—it’s a recalibration of priorities. Having mastered the global runway machine, he’s turning his focus toward independent creation and cross-cultural collaboration, lending his design authority to one of China’s most ambitious fashion exports.
With Kim Jones at the helm, Areal is poised to become more than a sub-label—it could emerge as a new frontier in international luxury, one where technical mastery meets artistic restraint.
Ph. Bosideng