Five months after exiting Dior, the British designer Kim Jones unveils a capsule for luxury hotel group Aman’s product brand, Aman Essentials.
Kim Jones, who previously helmed Dior Men and was awarded the chevalier de la Légion d’Honneur during his tenure, has collaborated with luxury hotel group Aman’s product brand, Aman Essentials. The label launched in 2022 retailing fashion and beauty, the former of which is only distributed across the hotel group’s properties while the beauty products are also stocked by Harrods, Violet Grey and Neiman Marcus.
Jones’ 35-piece capsule for Aman is poised as a significant step for luxury hospitality, moving beyond collaboration to a brand strategy, fashion that goes beyond mere merchandise. It’s a resort-specific strategy and a brand builder. In sync with this strategy, the pieces have been designed with versatility, practicality and adaptability to the diverse climates of Aman’s thirty-six worldwide hotel locations.
Aman Essentials’ product portfolio can best be described as the generic hoodie and sweatpants, until now. The clarity of the luxury hospitality brand’s vision and market position makes it easy for the codes to be interpreted in interesting ways and that’s where Jones’ experience is so important.
“We took that idea of resortwear and sustainability as the core of the collection,” Jones tells Vogue Business. “We wanted items that could be worn on the beach or to a smart dinner — anywhere from Amanpulo in the Philippines, to Amangani in Jackson Hole — breathable fabrics to hike in or cool pieces you can walk around Tokyo in while staying at Aman Tokyo, which is a home away from home for me.”
Partnering with environmental organisation ‘Parley for the Oceans’ and its incubator, ‘Future Material’, reinforces their commitment to utilitarian outerwear and trousers crafted with a lightweight Banatex twill: a fabric made from regeneratively grown abacá banana plants; knitwear made with material created from upcycled plastic yarns; soft fleece loungewear made from regenerative cotton; and activewear pieces in recycled elastane.
The collection is set to hit Aman boutiques, Dover Street Market stores, and select wholesale locations in 2026. It’s the newest example of a crossover between fashion and hospitality. Ultimately, people value the experience so Aman is strengthening its ecosystem with apparel that can bode worn at the resort itself.
“The retail spaces are going to get bigger in the new hotels, more interesting, more conceptual, which is super exciting for me,” Kristina Romanova, CEO and Creative Director of Aman Essentials, tells Vogue Business. “Before, it was not so strongly considered when the hotels were designed, it was more like a souvenir shop, a small addition to the experience. But now, like we’re taking it more as a lifestyle brand and obviously with this collaboration, we’re taking it to the next stage.”
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
