Kim Jones collaborates with GU

By

Kanako NISHIO

Translated by
Isabelle Crossley

Published
Feb 15, 2018

Uniqlo's sister brand GU is launching its first designer collaboration with Kim Jones. The collection will feature several designs from the archive of the former Kim Jones brand updated for both men and women to be released on March 21.

​Kim Jones, who recently retired from his post as Creative Director of Louis Vuitton menswear, following the autumn/winter 2018/2019 collection, revealed on February 14 on his Instagram that he is collaborating with GU. Jones commented: “I am excited to revive my favourite designs from past collections with GU. Having taken a break from the Kim Jones brand for ten years, I feel the timing is perfect.”
 
Jones launched his eponymous menswear brand in 2003 after he graduated from Central Saint Martins. The designer took a break from his label in 2008 when he took up the post of Creative Director at Dunhill which he held for eight seasons. Since 2011, Jones had worked for Louis Vuitton menswear where he has gained a strong reputation for combining street wear and luxury. The collaboration between Louis Vuitton and Supreme that Jones orchestrated last year also gained a lot of recognition.

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Items in Jones' GU collection will feature the tag "Kim Jones GU Production". The tag will also show the Kim Jones brand season that the design was originally made for as well as the season this collection debuts with GU.

The collection was photographed in London,supervised by Kim Jones himself and styled by Melanie Ward. From March 21, the collection will be available at selected GU stores in Japan and Taiwan as well as all stores in Hong Kong and online. Tokyo's Ginza GU store will have a special display for the collection for a limited time from the first day of its release.

GU, owned by Fast Retailing, is currently only available in Japan where the label is based, as well as China, Taiwan, and Hong Kong. The brand has future plans to open in other Asian countries, Europe, and the United Sates. The brand is also in the process of strengthening its creative side and launched their “Hybrid Tokyo” collection last year in collaboration with the acclaimed artist Aerosyn-Lex Mestrovic.