By  on January 29, 2008

LONDON — Kim Jones, the British men's wear designer, has been named creative director of Dunhill, and will give up his own label to focus on the brand.

The appointment confirms a Fashion Scoop in these pages Monday.

Jones said in an interview Monday that he plans to raise Dunhill's international profile and appeal to new, younger audiences. "Everything I've been doing has been building up to one big job. I've learned so much, and now I really think I can put it all in one place," said Jones.

"For me, this is a great opportunity to bring home the message I have constantly projected of London as the men's wear capital of the world," he continued. "Dunhill is perfect as Alfred was a true modernist. It is a privilege to work with an English luxury goods house specializing in men's wear."

Jones' appointment is part of the Richemont-owned company's overall strategy to push international retail growth and redefine Dunhill as a luxury men's lifestyle brand.

"He's going to be a great asset to the business," said Chris Colfer, Dunhill's chief executive. "Over the past year, we have been bringing all creativity in-house. Previously, there were lots of external contributions, which were all great, but they all had different ideas of what Dunhill was. We wanted a consistent creative thread throughout the business."

Jones will begin work at Dunhill's London headquarters on March 1, and will oversee product design and development across the brand, with a particular emphasis on leather and men's wear. Jones, who has had his own label since 2003, was named British men's wear designer of the year in 2006, and previously worked for Alexander McQueen, Mulberry, Hugo Boss, Umbro and Louis Vuitton.

His label is sold at 50 stores worldwide, including Dover Street Market, Fred Segal and Opening Ceremony. The spring 2008 line will be the final Kim Jones collection, as well as the end of Jones' collaboration with British sports brand Umbro, with which he has worked on a capsule line for the past five years.

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