Technical materials development has always been at the heart of Uniqlo’s evolution as a producer and retailer. But for many customers, fibres & fabrics alone, no matter how innovative are not enough. They want more fashion and styling in what they choose to buy and wear.
Enter Uniqlo’s latest appointment in the shape of its new creative director – Claire Waight Kellor. A lady who needs no introduction to the fashion world, after her renowned successes at luxury brands such as Givenchy, Gucci and Chloé, and also the designer of the wedding dress of Meghan Markle for her wedding to Prince Harry, Duke of Sussex in 2018. In 2019, she was named in the annual list of most influential people of the year by Time magazine.
It may surprise some that Uniqlo have appointed a creative director, and surprise even more that someone with such a luxury brand pedigree has agreed to join the mass-market Japanese brand.
However, the various interviews since her appointment have revealed that this in fact might be a ‘marriage made in heaven!’
One striking assessment that Waight Keller has made is that Uniqlo is one the most technically advanced fabric R&D businesses that she has ever experienced. She said of her appointment: “Working with Uniqlo over these past two years, I have been hugely impressed by their innovation and ability to create exceptional products.”
The personal and business philosophies seem well matched with one of her most famous statements – ‘Luxury is not about price. Luxury is about quality.’
Apparently the motivation for her move was to be able to give something that would provide more people with a spark of inspiration — a feeling of aspiration for many, not just the few who can afford it.
As Waight Keller explains in her Harper’s Bazaar interview, “I think with something like Uniqlo, where the prices are affordable, more people can actually play with fashion.” She adds, “I don’t think people should be denied great items because something is more affordable. Great product is great product, whether it’s a sweater, a pair of wide-leg jeans, or an oversize anorak.”
Waight Keller also believes that having options is the ultimate luxury, as in the perfect three or four £40 knits or £15 tees to swap in and out with your designer jeans. “I think that’s the special thing about Uniqlo,” she says. “The quality is so great, these pieces work beautifully with whatever level of product you style them with.”
The impact of Waight Keller can already be seen in the new LifeWear essentials collections. And that influence will continue to grow across the whole assortment.
For both new and loyal Uniqlo customers, they can continue to reap the material benefits of years of product development, whilst exuding a new confidence born from assured styling.
Now that is a luxury, that none of us can’t afford to ignore!
And yet another part of the Uniqlo brand jigsaw, as it takes elegant strides into the high-street fashion market, to challenge the likes of H&M and even Zara.