Inside Clare W Keller’s vision at UNIQLO: redefining menswear, colour and more—for a global audience

Clare Waight Keller’s move from high-fashion couture to the accessible global giant UNIQLO has turned heads, but it’s clear she’s ready to make her mark in a new way. Known for her sophisticated designs that blend elegance with functionality, Keller is taking on the role of creative director with a fresh perspective. What’s especially exciting is her new focus on menswear, a category she’s integrating seamlessly into her broader design philosophy, along with her striking use of colour to connect with UNIQLO’s vast, global audience.

Keller’s first menswear line with UNIQLO, part of the Fall/Winter 2024 UNIQLO : C collection, marks a new chapter not just for her but for the brand. And at the heart of her design vision is a commitment to creating pieces that work across cultural and gender boundaries, offering a level of versatility that speaks to modern, global fashion consumers. “Why not be amazing to be able to dress that many people on a global scale and affect change in that way?” she said, when we sat down for a quick chat at an event in NYC as NYFW kicked off. Going on to mention that she’s excited about the reach her designs will now have. As she steps into her role, it’s clear that she’s bringing a fresh approach to UNIQLO—one that’s as much about innovation and versatility as it is about challenging traditional norms.

Menswear: a new frontier for Keller

While Clare Keller is no stranger to luxury womenswear, her new focus on menswear with UNIQLO represents a significant shift. The brand has always catered to a strong male customer base, with half of its shoppers being men, but Keller’s involvement adds a new layer of sophistication and depth to UNIQLO’s menswear offerings.

“For me, I’ve always loved the interplay between the utility of men’s clothing and the elegance of womenswear,” she shared. This collection allows her to push that dynamic further, offering pieces that feel modern and practical while remaining true to UNIQLO’s LifeWear philosophy—providing comfort, function, and quality at accessible price points. “I wanted to create pieces that feel timeless, but still have that modern, city-ready look.”

The menswear in the UNIQLO : C collection is full of standout pieces that reflect this approach, including oversized broadcloth shirts, relaxed wool-blend knits, and a versatile utility parka designed with performance in mind. These pieces are not just practical but elevated, showcasing Keller’s ability to marry comfort with sophisticated design. “The parka is one of my favorite pieces—it’s hyper-light, showerproof, and has an extended collar for that extra level of functionality, but it’s still incredibly stylish,” she said.

Colour as a signature: making her mark

One of the most noticeable ways Keller is making her mark at UNIQLO is through colour. While the brand is known for its simplicity, Keller has injected a new level of vibrancy and nuance into the Fall/Winter 2024 collection, using colour to add depth and cohesion across menswear and womenswear.

“The first thing I did when I got involved was focus on colour,” she revealed. “I wanted to bring in more nuanced tones—shades that make sense together, that allow people to mix and match easily.” This approach is a departure from the brand’s previous ‘rainbow’ approach to colour, offering instead a more curated palette where pieces work in harmony. Whether it’s the deep indigos of the Japanese denim or the mustard yellow that’s already trending, her focus is on colours that connect visually and emotionally with customers across the world.

It’s this attention to detail that sets her work apart. The use of colour in this collection is not just about aesthetics—it’s about functionality and versatility. “For me, it’s about making sure that when someone walks into a UNIQLO store, they can easily put pieces together. The colours should work naturally, whether you’re picking up a jean from menswear or a knit from womenswear,” she said.

Already, her choices are resonating with UNIQLO’s global customer base. During a recent trip to Tokyo, Keller observed some of her new colours, like a vibrant mustard yellow and a soft melange green, already becoming top sellers. This kind of impact speaks to her ability to blend her luxury background with UNIQLO’s commitment to making quality fashion accessible.

A global vision for LifeWear

As Clare Keller steps into her new role, she brings a global perspective that reflects both her past experience and UNIQLO’s vast reach. The brand’s commitment to LifeWear—clothing designed for everyday life, with a focus on quality, comfort, and timelessness—aligns perfectly with Keller’s philosophy of creating pieces that transcend borders.

“I travel a lot for work, and one of the things I love is walking through cities and observing how people dress. It gives me a real sense of how people want to look and feel in their clothes,” she said. Her global outlook means she’s constantly thinking about how fashion trends will resonate with customers not just in Tokyo or London, but around the world. “You can’t impose your vision of fashion on people—you have to feel what’s in the air.”

This international approach is crucial as Keller works to evolve UNIQLO’s collections to be more culturally aware, while still keeping the brand’s DNA intact. From the oversized, baggy silhouettes currently in style to her predictions of how trends will shift in the next 12 to 18 months, Keller is already shaping the future of LifeWear in a way that feels modern and relevant.

Menswear and beyond: a sustainable future

As UNIQLO’s new creative director, Keller is also deeply invested in the future of fabric innovation and sustainability. “The fabric technology here is incredible,” she shared. “Some of the fabrics we’re working on take 18 months to develop, and the science behind them is amazing.” This innovation allows Keller to create pieces that aren’t just visually stunning but are high-performing in terms of functionality and sustainability.

Currently, about 25% of UNIQLO’s collections include sustainable materials, but Keller is eager to push that number higher. “We’re always working toward more eco-friendly practices, and I think that’s going to be a huge focus for us going forward,” she noted. As she integrates sustainability into her designs, it’s clear that Keller sees this as an essential part of her role in shaping the future of fashion.

Redefining LifeWear: a new standard for global fashion

Clare Waight Keller’s arrival at UNIQLO marks a turning point for the brand and for the designer herself. Her ability to blend the utility of menswear with the elegance of womenswear, all while focusing on accessibility, colour, and sustainability, is setting a new standard for what LifeWear can be. For a global brand like UNIQLO, this is exactly the kind of fresh perspective needed to stay relevant in an ever-evolving fashion landscape.

As she moves forward, Keller is poised to continue challenging traditional fashion norms, pushing boundaries, and making fashion more inclusive and accessible to people around the world. “This isn’t about scaling down luxury; it’s about bringing good design to everyone,” she said.

EDITORS’ PICKS

KNITTED JACKET, $109.90 CAD. One of the pieces that Keller mentions is quite complex construction because of the rounded edges and a clean and classic look that will be timeless in your wardrobe.

DOUBLE FACE COAT, $179.90 CAD. Made from a recycled materials.

SOUFFLÉ CHUNKY STOLE, $39.90 CAD. Perfect for our Canadian winters.

SIDE GORE BOOTS, $79.90 CAD. Super versatile and can be upstyled or made more casual, great for wet fall weather and winter.

With Clare Waight Keller at the helm, the future of UNIQLO is brighter—and more stylish—than ever.