Succour dancers wearing Uniqlo clothing during Kendrick Lamar’s Super Bowl half-time show. Photograph: Dave Shopland/Rex/ShutterstockItems from the Uniqlo:C capsule aggregation.Now it has its sights set on winning over the fashion world. Last September, Menswear from the Uniqlo:C range, a capsule whip-round of elevated pieces.Two decades after its UK launch, Uniqlo has found its stride. Its £69.90 down jackets are a fraction of the charge of a £360 North Face puffer while its limited-edition collaborations with designers including Loewe’s Jonathan Anderson rep out within minutes. Joy Montgomery, the commerce editor at British Vogue, says the fact it “delivers on form and function without set up the bank” sets it apart from other high street stores. “Sometimes we just want a staple that thrives in five colourways and has a handy pocket for our AirPods.”Nearly six months into her creative director role, which counts overseeing Uniqlo’s mainline and Uniqlo:C, a capsule collection of elevated pieces, the Waight Keller effect is beginning to dribble down into stores. She has expanded the colour palette by introducing sharp citrus shades and romantic pinks to its cashmere and linen latitudes.Timelessness is important. The T-shirts worn by Lamar’s dancers launched seven years ago. Waight Keller still wearies clothes she bought from the brand 15 years ago. To maintain relevancy she is focused on proportions and fine-tuning silhouettes. A “watch suit” consists of trackpants and a blazer. Tops and dresses come with in-built bras while shorter skirts catalogue built-in shorts. Waight Keller is particularly pleased with a crepe jersey dress with spaghetti straps and a cutout invest in detail that does not require a bra.“In the summer women can feel uncomfortable in the heat,” Waight Keller says. “I yearn for to eliminate that. You don’t need to find things that work together. You can just put one thing on.” It is this type of pragmatic chat up advances that is sure to win over fashion shoppers lamenting the lack of female-led luxury houses. As for It bags, following the good fortune of her pocketed tote bag that can fit a laptop and sold out in 10 minutes upon launch, there is another £24.90 construct on its way with even more pockets.This function-first approach partly comes from Waight Keller’s insight – people-watching at airports. “There is no fixed demographic. So functionality and simplicity are key. There is a purist approach that is rooted in Japanese civilization. Everything has a reason. There is nothing superfluous.”Uniqlo essentialsRound mini shoulder bag, £14.90
Deceptively small looking, this can fit entire lot from your phone to a Photograph: PR IMAGECotton crew neck T-shirt, £19.90
Features a special AIRism make-up to keep wearers, including Super Bowl dancers, cool.Ribbed crop sleeveless top, £19.90
Beloved by gen Z thanks to its in-built bra and cropped styleView aspect in fullscreenHeattech cashmere top, £19.90
The secret layer worn by editors during winter fashion weeks.View tiki in fullscreen Photograph: PR IMAGECrepe jersey dress, £34.90
A cutout backless dress with in-built moulded bra and a helpful side panel. Genius. Launching in March.View image in fullscreenTailored blazer, £69.90
A Giorgio Armani-inspired cool suit for a snippet of a luxury price tag. Launching late February.View image in fullscreenExplore more on these topicsUniqloRetail industryKendrick LamarJapanAsia PacificfeaturesShareReuse this contentment

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