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How Everyday Clothing is Becoming More Luxurious?



Clare Waight Keller, a renowned designer, is redefining the meaning of luxury. After stints at major fashion houses like Givenchy and Chloé, Keller has transitioned to Uniqlo, a global retail giant known for its affordable and functional clothing. In her new role, she's using her expertise to merge everyday wear with the quality and innovation typically reserved for high-end fashion.

Keller’s journey through the fashion industry has been marked by her knack for anticipating trends. From her early days at Calvin Klein during its 1990s heyday to her work at Gucci under Tom Ford, Keller has consistently influenced global style. At Chloé, she popularized "millennial pink" and redefined femininity, while her iconic wedding dress for Meghan Markle at Givenchy set a new standard for bridal wear. Despite her history of crafting couture, Keller is now focused on making luxury accessible to everyone.

In her role at Uniqlo, Keller emphasizes that luxury is no longer about expense but about quality, innovation, and excitement. She’s leveraging Uniqlo’s advanced fabric technologies to create versatile, durable, and stylish clothing for the masses. “The tools at Uniqlo allow us to build a better fashion system,” she says, praising the brand’s commitment to innovation.

However, this approach has sparked criticism, particularly regarding sustainability. Uniqlo’s use of synthetic fabrics raises concerns about environmental impact. In response, the brand has introduced initiatives like repair studios and clothing redistribution programs to promote sustainability. Despite these challenges, Uniqlo’s popularity is growing, with its intentional design and affordability resonating with consumers worldwide.

Keller’s insights into global trends extend beyond clothing. She draws inspiration from Gen Z consumers and Seoul’s vibrant street style, which she believes is shaping global fashion. Her collaborations with her Gen Z children and trips to South Korea have informed her work, blending youth-driven innovation with timeless design principles.

When asked about returning to luxury houses, Keller remains focused on her mission at Uniqlo. She finds immense satisfaction in seeing ordinary people wearing her designs in their daily lives, a testament to her success in bringing luxury to everyday fashion.

As Keller continues to bridge the gap between high-end and accessible fashion, she’s setting the stage for a future where luxury is defined not by exclusivity but by the value it brings to people's lives.

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