Nearly six months into her creative director role, which includes overseeing Uniqlo’s mainline and Uniqlo:C, a capsule collection of elevated pieces, the Waight Keller effect is beginning to trickle down into stores.
But while those came from the luxury fashion brand Celine and cost £830, the scores of backup dancers surrounding him wore a high street label – to be precise, £19.90 oversized T-shirts and long-sleeved tops from Uniqlo.
The fact that a high street retailer had persuaded one of luxury’s most influential fashion designers to decamp from a world of catwalk shows and celebrity-fronted campaigns speaks volumes about Uniqlo’s sway.
The British designer previously held stints at Calvin Klein and Chloé and during her three years as artistic director at the French fashion house Givenchy designed the Duchess of Sussex’s wedding dress.
Joy Montgomery, the commerce editor at British Vogue, says the fact it “delivers on form and function without breaking the bank” sets it apart from other high street stores.
