Bosideng Taps British Designer Kim Jones as Creative Director for New Luxury Sub-Brand Areal
In a bold move that solidifies the luxury market’s shift towards Asia, Chinese outerwear giant Bosideng has appointed renowned British designer Kim Jones as the creative director for its newly launched upscale sub-brand, Areal. This announcement marks Jones’s latest high-profile position following his recent departures from Dior Men’s and Fendi Womenswear.
Known globally for its technical down jackets, Bosideng created Areal as a premium urban line with the goal of redefining the concept of the modern business down jacket. Jones’s mandate is to infuse this new label with innovative, artistic concepts while balancing Bosideng’s aim for domestic dominance with international appeal. With a creative vision that seamlessly merges high luxury with elements of streetwear, Jones brings a sophisticated aesthetic to Areal, drawing inspiration from Bosideng’s history and integrating top-tier windproof and waterproof technology with artistic design.
The debut collection features clean lines and a sculptural perspective on winter attire, incorporating colors and textures inspired by China’s natural landscapes and bustling metropolises. Hypebeast was recently in attendance at the FT’s Business of Luxury – Asia Summit on October 21 in Hong Kong, where Jones spoke to the crowd about his future endeavors beyond LVMH. He revealed that he will be taking on a part-time role as Bosideng’s creative lead, stating that he is “fascinated by independence now.” Jones believes that independence can also be achieved on a large scale, citing brands like Chanel, Hermès, and Prada as examples. He also discussed how the definition of luxury has evolved, noting that the word has been overused and its meaning has diminished over time. Jones believes that luxury pricing should be mindful of the current state of the economy, stating, “It’s important to be realistic about what people can afford now.” Moving forward with his own brand, Kim Jones Studio, he emphasized the importance of not alienating customers and always putting the consumer first.
This strategic appointment by Bosideng aims to instantly elevate Areal onto the global luxury stage, leveraging Jones’s international reputation for both commercial success and cultural relevance. It comes at a time when Bosideng has already established dominance in the Chinese market and is now looking towards international expansion. With Jones at the helm, Areal is poised to make a significant impact in the luxury fashion world.
