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Uniqlo has named British designer Clare Waight Keller its new creative director, adding further heft to its longstanding program of tie-ups with luxury designers.
After stints at the creative helm of LVMH’s Givenchy and Richemont’s Chloé, Waight Keller launched her first collection for Uniqlo last year, a sub-label called “Uniqlo: C.”
In addition to continuing “Uniqlo: C” this fall with a collection of relaxed twists on British wardrobe staples (think wool-blend overcoats and Barbour-like quilted barn jackets), Waight Keller is also overseeing Uniqlo’s core collection for women and men from Autumn/Winter 2024, the company revealed.
The move sees Uniqlo — best known for accessibly-priced basics like puffer jackets and oversized poly-blend T-shirts — giving further scope to its partnerships with marquee designers from the luxury space. Previous designer tie-ups include collaborations with J.W. Anderson, Jil Sander, Marni and Christophe Lemaire (who serves as creative director of the “Uniqlo U” sub-brand as part of an ongoing partnership).
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The mix of everyday basics and haute design credibility continues to drive sales: Uniqlo’s owner Fast Retailing has forecast a record revenue of 3.1 trillion Japanese yen (up 11 percent year-on-year) for its 2024 fiscal year. A tumbling Japanese yen has seen tourists flock to Japan zealously, driving surging sales in its home market, while the brand is also growing its market share in the US and Europe.
Waight Keller’s easy-to-wear, ultra-feminine take on Richemont’s Chloé brand helped to establish her as a bankable design star before she was named creative director of Givenchy in 2017. While growth slowed at the LVMH-owned couture house during her tenure, blockbuster VIP partnerships with Rosamund Pike and Ariana Grande, as well as supplying the wedding gown for Megan Markle’s wedding to Prince Harry, continued to burnish the brand’s luxe image.
As luxury demand slows, Uniqlo could continue to win over new consumers for its curated, design-conscious (and budget-conscious) wardrobe offer. Tadashi Yanai, Fast Retailing’s founder and CEO, said in a statement: “I have been impressed by [Waight Keller’s] excellent sense of balance, which never forgets the perspective of the consumer.”
Learn more:
Does America Need Another Fast-Fashion Brand? Uniqlo Thinks So
The Japanese apparel chain will be launching its sister brand GU in the US later this year, targeting younger consumers with lower prices and a curated selection of trendy wares.
