Kim Jones has officially announced KIM JONES, a new self-titled label debuting with a Fall/Winter 2027 collection, per Hypebeast and 10 Magazine.

Jones closed his original namesake brand more than two decades ago before leading Louis Vuitton, Dior Men and Fendi, and 10 Magazine reports the new collection will debut for AW27.

In a statement carried by all three outlets, Jones said: 'After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again. This brings together the things I've always been interested in — fashion, art and design.'

The choice of Hong Kong is the twist: Vogue notes the city is a financial and trading hub rather than a fashion capital like Shanghai, Seoul or Tokyo, making it a surprising launchpad for one of menswear's most influential designers.

According to Vogue, the first store will sit at Central Yards, an $8 billion mixed-use project by developer Henderson Land whose first phase opens in October 2027, alongside a 'groundscraper' stretching about 400 meters along Victoria Harbour next to the IFC mall.

Vogue also reports Jones told the Financial Times that 'Asia is the future,' and that he learned much of the tailoring business in Hong Kong during his Dunhill years.

Hypebeast reports the apparel lineup will be predominantly manufactured in Japan, with Italian-made leather goods, at a 'considered price point' — no specific figures have been given.

Both Hypebeast and Vogue say the collection will offer a broad wardrobe unrestricted by traditional menswear or womenswear categories.

Retail begins online at kimjones.com in mid-2027, followed by the Central Yards flagship in October 2027 and further stores across Asia plus selected global stockists.

According to Vogue, Jones and longtime business partner Lucy Beeden will continue working together and both are majority shareholders of the new label.

Vogue points out that Asia's fashion market is worth over $730 billion and commands more than half of global market value, citing the Hong Kong Trade Development Council.

Since leaving Dior and Fendi, Jones has pivoted east: he collaborated with Chinese EV maker Avatr on a limited-edition 012 sedan, became creative director of Areal, a sub-brand of Shanghai-based Bosideng, and launched a capsule for Aman Essentials.

Vogue quotes industry veteran Kieran Ho calling Hong Kong 'the definitive strategic gateway to the Asian luxury market,' and notes other Western designers — Francesco Risso at GU and Sabato de Sarno at Icicle — have also recently moved East.

Vogue reports Henderson Land plans to host an event marking 50 years in business on October 13, and hopes more details of the partnership might be revealed then.

The developer's second phase of Central Yards is expected to be completed in 2032, and Vogue notes it is unclear whether Jones and Henderson Land struck a special retail agreement of the kind malls often offer prestige tenants.

Vogue also cites Hong Kong-based creative Victoria Tang-Owen, who has advised Jones on collaborations in China, saying the city's identity is rooted in being makers. The FW27 collection itself is due online in mid-2027.