Cate, Uniqlo is often speaking of simplicity, quality, longevity. What is it about the LifeWear approach, this philosophy, that felt aligned with where you are with your life?
CB: Clare is really bringing this to a pinnacle, but given that Uniqlo has these classics that sort of flow with the daily movements, the utilitarian movements of people’s life, and living and breathing with them—I connect with the functionality of that. And this doesn’t need to eschew beauty and grace. But also, I think it’s the social mission of Uniqlo. I find that, as a brand, and this was from a distance, I was sensing its responsiveness and its really strong relationship with its customers. And that resonated with me. Sometimes this can either feel slightly slapped on or a little bit cynical, but I find the quality of listening and the engagement, and also the innovation of the fabrics and technology, is really interesting. And knowing how curious and precise and immersive Clare is as a designer, I really leaned into that.
Cate, what had been your previous experience with Uniqlo?
CB: I get a bit overwhelmed by large stores, but I’d do my yearly nip in-and-out because my boys shop there to get the staples—things like the underwear and the socks. And then leaning into those things in terms of how one builds a wardrobe, which I think you can do in a place like Uniqlo.
Are you recognized in the stores, or can you shop incognito?
CB: I think people don’t expect you to be in there. But I think I was first looking at it from a purely utilitarian point of view through my sons. And I then I started seeing these pleats in the skirts. That’s when I started to sit up and look and acknowledge Uniqlo from a more fashion perspective, if you know what I mean.
Clare, this must be your influence.
CWK: Like Cate said, there are some signatures now that I think are becoming sort of obvious, particularly to the collection that I work on, Uniqlo: C, that have my own DNA and expression of design. But also working on the main line now, I’m starting to filter in a little bit more of the fashion forward pieces, still within that essence of simplicity that Uniqlo really genuinely believes in. And I think that’s coming from their fundamental Japanese philosophy that everything should have a purpose. So nothing is superfluous, not for decorative reasons, not just there because it looks fun or interesting. It’s there because it truly has a reason to be, and it’s going to help the person. If we are adding little draw cords to the bottom of the pants or at the waist, [it’s to] adjust and feel that much more comfortable or more practical.
