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Jones, who already designs men's clothing for
LVMH stable mate Christian Dior, will retain both jobs.
At Dior and in a previous design role at Louis Vuitton, Jones
was credited with freshening up collections by pairing tailoring
with sportier looks, at a time when luxury brands are competing
to attract younger consumers.
While sales of luxury menswear ranges have gained momentum in
recent years, partly thanks to a shift toward more casual
styles, they are still a sliver of labels' revenues compared to
women's collections.
Jones will work alongside Silvia Venturini Fendi, one of the
scions of the brand's founding family who creates its menswear
collections and accessories and collaborated with Lagerfeld
until his death in February 2019.
Founded in 1925, Rome-based Fendi has long been known for its
furs, and remains one of the most prominent exponents of fur
designs.
Rivals like Chanel, Kering's Gucci or Britain's Burberry have
dropped pelts in the face of pressure from animal rights
activists and changing consumer tastes.
Fendi has also found success with its double "F" logo prints and
handbag collections, although LVMH does not break out revenues
for its brands.
Amid the coronavirus pandemic, which forced retailers to
temporarily shut stores and curtailed international travel to
shopping capitals like Paris, LVMH's biggest labels like Dior
and Vuitton have maintained their momentum while smaller ones
have struggled more, according to analysts.
Fendi said Jones' first collection for the brand would be
presented during Milan Fashion Week next February.
(Reporting by Sarah White; Editing by Jason Neely and
Christopher Cushing)
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