Dior Men's Kim Jones Appointed Artistic Director at Fendi Haute Couture, Women's, Fur

British designer Kim Jones assumes responsibility for Fendi haute couture, ready-to-wear and fur, while retaining his design position at Dior Men. Bottom row images from Dior Men SS 2020 collection.

LVMH Chairman Bernard Arnault, primary stockholder of Fendi, announced that British fashion designer Kim Jones will become the artistic director of Fendi haute couture, ready-to-wear and fur, while also continuing as artistic director of Dior Men.

Jones replaces Karl Lagerfeld, who died in 2019, after a 54-year tenure at Fendi. He will work closely alongside Silvia Venturini Fendi, who remains creative director of accessories, menswear and children.

In a statement, LVMH’s chief executive, Bernard Arnault, called Mr. Jones “a great talent,” adding that he had proved his ability to adapt to the codes of assorted LVMH houses “with great modernity and audacity.”

In an unmistakable signal, Bernard Arnault send a message that LVMH — at least in its Fendi brand — will not be leaving the fur market any time soon. Mr. Lagerfeld created the concept of ‘fun fur’, with Suzy Menkes telling the fashion story and Fendi’s commitment to fur in the New York Times, Feb, 2013.

As luxury brands like Fendi focus on China — accepting a dampening of purchasing power in America and Europe — the importance of fur remains a real status symbol in China.

AOC reviewed in August 2020 the history of LVMH and Fendi, and creative forces that emerged from the brand.