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In a surprising yet strategic move, Kim Jones has been appointed creative director of Bosideng’s newly launched sub-brand, Areal, marking a bold step for China’s largest jacket maker as it seeks to elevate its urban luxury credentials. The appointment, announced in a video today, signals Bosideng’s intent to merge its functional outerwear expertise — windproof, waterproof and insulating — with high-concept design for a new generation of city-dwelling consumers.
The partnership traces back to last year, when Bosideng invited Jones to Shanghai, sparking the concept of Areal. “I thought it was quite interesting working with a brand that people wouldn’t expect. That’s something I would like to do, also to make things that people can wear and afford and love,” Jones said in the video. Areal is positioned as a high-end urban line, emphasising multifunctional layering and versatile city dressing.
Jones, a Central Saint Martins graduate, is renowned for his transformative stints at Dunhill (2008-2011), Louis Vuitton Men’s (2011-2018) and Dior Men (2018-2025), alongside leading Fendi womenswear and couture (2020-2024). Known for blending luxury with streetwear and driving cross-category collaborations, his pivot from European houses to a Chinese powerhouse underscores Bosideng’s ambition to compete on the global stage.
The timing is strategic. Bosideng, which has dominated China’s down jacket market for decades, has aggressively pursued international expansion since 2012, reopening its London flagship, launching over 350 high-end stores in Italy, and regularly showcasing at Paris, Milan and New York fashion weeks. Collaborations with designers like Jean Paul Gaultier and celebrity endorsements from Nicole Kidman, Kendall Jenner and Tom Hiddleston have boosted recognition in Western markets.
Financially, Bosideng’s trajectory remains strong. The company reported RMB 25.9 billion ($3.6 billion) in revenue for fiscal 2025, up 11.6 per cent year-on-year, with profit attributable to shareholders rising 14.3 per cent to RMB 3.51 billion ($492.5 million). Analysts note that despite being the third largest brand in China by retail value, Bosideng commands approximately 2 per cent of the fragmented outerwear market, leaving ample room for growth. Product diversification — including ultralight down jackets, windbreakers and sun-protective apparel — has been a key driver, and Areal could further cement the brand’s positioning in high-end, multifunctional urban fashion.
Jones’s appointment underscores a broader trend of Chinese brands enlisting global design talent to reinvent their image and bridge domestic strength with international appeal. In September, Chinese activewear giant Anta Sports tapped designer Kris Van Assche to collaborate on its sustainable sub-brand Anta Zero. For Bosideng, Areal represents both a design experiment and a calculated push to define the next era of urban luxury outerwear.
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