Since her debut collection for Uniqlo: C last September, Clare Waight Keller has made a significant impact on the Japanese fashion giant. Now, in a new role as creative director, she is not only shaping the Uniqlo: C line but also influencing the brand’s core offerings, injecting her signature style into the pieces we know and love.
Keller’s vision for Uniqlo is focused on a blend of comfort and style. She sees the brand’s strength in its wide appeal, particularly among a younger audience who appreciates fashion-forward trends. However, she also emphasizes the enduring power of timeless pieces that can be worn and cherished for years to come.
One of the first areas Keller tackled was denim. A new wide-leg style has already become a global bestseller, reflecting her understanding of current trends and the demand for versatile pieces. In menswear, she’s introducing softer tailored jackets and interesting oversized shapes, adding a touch of sophistication to the brand’s casual aesthetic.
The upcoming autumn/winter 2024 collection will showcase new Pufftech styles, not only with updated color palettes but also in innovative proportions and styling. Keller’s influence is evident in her own personal style, which has shifted towards a more casual, active-sporty look, incorporating tailored jackets with white tees and cargo pants.
While many fashion houses are emphasizing the return of dressing up, Keller believes that the shift towards comfort and ease is here to stay. She observes that people are seeking smart, stylish options that prioritize comfort, a sentiment she reflects in her design philosophy.
Looking ahead, Keller recognizes the need for a wider selection of flat shoes, a category she plans to expand at Uniqlo. This focus on practicality and comfort underscores her commitment to creating clothing that works seamlessly with everyday life.
Keller’s leadership at Uniqlo is a testament to her ability to bridge the gap between high fashion and accessible style. Her vision for the brand is rooted in a deep understanding of current trends, a commitment to timeless pieces, and a desire to empower individuals to feel confident and comfortable in their own skin.
