Kim Jones takes over as creative director at Areal

Bosideng’s new project aims to redefine oriental luxury through the designer.

Following his departure from Dior Men, Kim Jones returns to the scene, this time under the umbrella of Chinese giant Bosideng. The designer—one of the most influential figures in contemporary fashion, following his stints at Fendi and Louis Vuitton—takes on the creative direction of Areal, the new luxury sub-brand specialising in outerwear.

The appointment comes at a historic moment when the epicentre of luxury is increasingly shifting towards Asia. Bosideng, known for its absolute mastery of down, seeks to reposition itself with a streetwear, premium and culturally relevant proposal. Areal was created precisely to embody this ambition to elevate the brand’s functional heritage to the codes of luxury, exploring new visual languages and redefining what a “technical jacket” means in contemporary terms.

Jones will debut with the FW 2025/26 collection, a capsule of between 15 and 20 pieces designed for both men and women, which will be distributed through two exclusive pop-ups and a carefully curated selection of 50 points of sale in major cities across the country.