Kim Jones' new work is in China For a brand called Areal, which is the new “branch” of Chinese giant Bosideng
Chinese brands are growing and aim to position themselves in the global luxury market. One of these is Bosideng, specializing in outerwear, founded in 1975 and now the largest producer of outerwear in all of China, with an impressive market share of 36.7%. Practically a monopoly. With these enormous capitals, the brand acquired 30% of Moose Knuckles last year and, today, has appointed the legendary British designer Kim Jones as creative director of its new luxury sub-brand, Areal. To be clear, the commitment is part-time, so Jones will not dedicate himself exclusively to it.
The announcement marks Jones's return to the creative helm of a brand after his departures from Dior Homme in 2024 and from Fendi Womenswear at the beginning of this year. And at a time when the very paradigms of European luxury are in doubt, this appointment makes Bosideng a serious contender in the luxury apparel arena. Jones's task will be to reinterpret Bosideng's padded office jacket (an ultra best-seller in China) as a lifestyle piece. The intention is crystal clear: to take China's most important outerwear brand to rival the pillars of Western luxury outerwear.
As reported by Hypebeast, the designer, speaking at the Financial Times' Business of Luxury – Asia Summit in Hong Kong, described his part-time commitment with Bosideng as a step toward creative autonomy, saying that the brand «can scale enormously, like Chanel, Hermès, or Prada». Furthermore, Jones criticized the dilution of the term "luxury", used to excess to the point of losing meaning, and urged realism in pricing amid economic pressures: «We must recognize what people can realistically afford today».
From China to the World
As we mentioned, the appointment aligns with Bosideng's global push. Having captured over 20% of the padded jacket sector in China, the company has accelerated its overseas presence since 2012. In 2023, it reopened a large store on Regent Street in London, nearly 200 boutiques in Italy, and made its debut with a show at Paris Fashion Week two weeks ago. High-profile endorsements from Nicole Kidman, Kendall Jenner, and Tom Hiddleston have expanded its reach, while a 2024 collaboration with Jean Paul Gaultier has paved the way for expansion into luxury. The new collection will debut exclusively in China. If it succeeds, broader distribution will be considered.
Jones's appointment arrives in a luxury landscape reshaped by Asia's growing influence. With China representing nearly 40% of global sales of personal luxury goods in 2024 according to Bain & Company, Western talents like Jones are increasingly crossing borders to collaborate directly with local realities. In short, this partnership suggests a new paradigm for the fusion between Western fashion and Chinese business. In an industry facing overtourism in Europe and supply chain volatility, Bosideng's bet on Jones could redefine accessible luxury for the digital nomad era. Whether this elevates Bosideng to global icon status or remains a move limited to the domestic market, one thing is clear: we'll soon hear about Bosideng again.
