Everything Kim Jones Touches Turns To Gold
Will he be able to replicate past success over at Fendi?
The breaking news of Kim Jones‘ appointment at LVMH luxury label Fendi came as a surprise to many of us, as the announcement graced our social media feeds and email inboxes this morning. The British designer revealed that not only will he be joining Silvia Venturini Fendi at the iconic house, but he will also continue his stint at Dior Men’s.
With a vast history and immense presence in the industry, Kim Jones will carry on the legacy of the label that was previously led by Karl Lagerfeld until his passing in February 2019. Not only is Jones a talented designer and creative, but he has managed to transform an industry previously catered to older, wealthy customers, into an industry that welcomes contemporary design cues and sees the value in its young consumers. With an impressive track record beginning with Alfred Dunhill in 2008 and continuing on to Louis Vuitton, Dior and now Fendi – there’s no doubt that Kim Jones is a force of his own.
The thing with Kim Jones is that he gets it. He understands consumer behaviour, cultures and welcomes collaboration, which has paved the way for some of fashion’s most stand-out collabs including Supreme x Louis Vuitton and Dior x Jordan Brand. Combining luxury with streetwear, Jones has made fashion more inclusive to younger audiences, releasing coveted entry-level pieces such as tees and small accessories that sell out in the blink of an eye as part of his collections. Jones also isn’t afraid to highlight talent within the industry, giving creatives like AMBUSH‘s Yoon Ahn and 1017 ALYX 9SM‘s Matthew Williams a platform to create accessories alongside him at Dior Men’s. He has also collaborated with notable names like KAWS, Shawn Stussy, Hajime Sorayama and Daniel Arsham, and continues to be a disruptor in the fashion sphere by combining streetwear culture with traditional luxury cues.
So what will Fendi look like under Kim Jones? Right now, it is hard to tell. We’re expecting the designer to delve into the label’s vast archives for inspiration, pay homage to Karl Lagerfeld’s legacy at the house, as well as incorporate new contemporary influences as well as collaborations. Although he comes with a loyal cult following and incomparable talent, he is coming into the new role at a time where fashion is undergoing immense change on all levels. With the pressure of COVID-19 and the cultural impact of this year’s worldwide Black Lives Matter protests, consumers need more than just another luxury fashion brand.
In July when Jones revealed his Spring/Summer 2021 lookbook for Dior Men’s, the focus was on his collaboration with Ghanaian artist Amoako Boafo, who has become reputable within the art world through finger-painted portraits of Black subjects, and created portraits of the collection on a livestream as part of the show. The Christian Dior house made a donation to Boafo and his ongoing work to give space and opportunity to young African artists. “The change needed right now is to support young people through college and training to give everyone equal opportunities,” Jones told Vogue. Recognizing the importance of different voices and the impact of stories from all over the world, we’re expecting Jones to continue amplifying and supporting those that wouldn’t otherwise be heard through his new appointment at Fendi, and his reign at Dior Men’s. There’s a need for change to be made in the industry, and there’s no better time than now.
One thing is for sure, and that is that all eyes are on Kim, and we can’t wait to see what he will bring to the table.
