Kim Jones To Lead Bosideng's New Sub-Brand, Areal

Summary

• Chinese outerwear company Bosideng has appointed acclaimed British designer Kim Jones as Creative Director of its new luxury sub-brand, Areal
• Jones’s mandate is to redefine the commercial down jacket and elevate Areal’s status by blending high-performance technology with an artistic, sculptural aesthetic
• This is a strategic move by Bosideng to leverage Jones’s international reputation for both commercial success and cultural relevance

In a move that signals the luxury market’s continued pivot toward Asia, Chinese outerwear giant Bosideng has appointed acclaimed British designer Kim Jones as the creative director of its newly launched upscale sub-brand, Areal. The announcement confirms Jones’s latest high-profile position following his recent departures from Dior Men’s and Fendi Womenswear.

Bosideng, known globally for its technical down jackets, created Areal as a premium urban line designed to redefine the concept of the modern business down jacket. Jones’s role will be to infuse this new label with innovative, artistic concepts while balancing Bosideng’s goal of domestic dominance with international appeal.

Jones, a creative force known for his tenure at Louis Vuitton (where he orchestrated the Supreme collaboration) and Dior, brings a sophisticated aesthetic that seamlessly merges high luxury with elements of streetwear. His vision for Areal draws inspiration from Bosideng’s history, integrating top-tier windproof and waterproof technology with artistic design. The initial collection features clean lines and a sculptural perspective on winter attire, utilizing colors and textures inspired by China’s natural landscapes and metropolitan energy.

Hypebeast was recently in attendance at FT’s Business of Luxury – Asia Summit hosted on Octobe 21 in Hong Kong where Kim Jones spoke to the crowd regarding his future endeavours beyond LVMH. Noting that he will be takin a part-time role as Bosideng’s creative lead, Jones shared that at this moment of his career, he is “fascinated by independence now. Independent can be really big too, like Chanel, Hermès, Prada… There’s something about owning itself.” In the key note panel, the veteran designer also spoke about how the definition of luxury has changed. He thought that the word in itself has been overplayed, causing its meaning to diminish overtime and that luxury pricing needs to be cognizant of the state of the current economy, “It’s important to be realistic about what people can afford now.” Moving forward with Kim Jones Studio, he says, “I don’t want to alienate customers, ever. The consumer is always king.” 

This appointment is a strategic play by Bosideng to instantly elevate Areal onto the global luxury stage, leveraging Jones’s international reputation for both commercial success and cultural relevance. His new role comes at a time where Bosideng has dominated the Chinese market and is looking towards international expansion.