Dive Brief:
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Japan’s Fast Retailing Thursday said that fashion guru Carine Roitfeld will collaborate with its Uniqlo brand for a line in its “LifeWear” or everyday clothing.
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Roitfeld is the former editor of French Vogue, is known as a muse of designer Tom Ford, and runs her own influential magazine, CR Fashion Book.
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The move continues Uniqlo’s approach of working with less popularly-known fashion mavens that are known powerhouses within the fashion world.
Dive Insight:
Uniqlo seems to be going for solid style rather than splashy name recognition in its choices for collaborations. That may not bring in the numbers that collaborations fashioned by Target or H&M do, but it could be a good longer-term strategy.
The approach has the potential to really help solidly define Uniqlo’s own style. And it will turn heads among the set who do know who these talented lesser-knowns are.