British men’s wear designer, Kim Jones, has been named creative director of Dunhill, and will give up his own label to focus on the brand. Jones said in a telephone interview with DNR Monday he plans to raise Dunhill’s international profile and appeal to new, younger audiences.

“For me this is a great opportunity to bring home the message I have constantly projected of London as the menswear capital of the world,” says Jones. “For me, Dunhill is perfect, as Alfred was a true modernist, something I have long admired, and it is a privilege to work with an English luxury goods house specialising in menswear. I am looking forward to putting all my energy into this role.”