UNIQLO Appointed Christophe Lemaire As Brand New Art Director

Maybe you were involved in panic buying.

and

A joint series of "Uniqlo and Lemaire" launched by Christophe Lemaire, the former creative director.

Maybe, you also robbed two times in winter clothes and summer clothes.

Now, there is good news to share with you who like this series: in June 9th, UNIQLO officially announced the appointment of Christophe Lemaire as the brand new art director.

You can look forward to the next days in UNIQLO.

Products will bring their own Lemaire wind.

After taking office, Lemaire will work in UNIQLO's newly established R & D center in Paris, and is solely responsible for the brand new product line Uniqlo U (UU).

The product line's first series was unveiled in early July 2016 in the Paris fashion week. The launch date is 2016 and autumn winter fashion season.

As a designer, Christophe Lemaire is not a high profile.

In 2000, he became the artistic director of Lacoste. In 2011, he moved to Hermes and became the artistic director of women's wear. After leaving Hermes 2015 spring summer series in 2015, he left office and devoted himself to the operation of Lemaire.

Without the two cooperation with UNIQLO in autumn and winter in 2015 and spring and summer in 2016, many consumers will still be unfamiliar with his name and design style.

Uniqlo * Lemaire 2015 autumn and winter

It is these two smooth cooperation that UNIQLO and Lemaire have seen the possibility of deeper cooperation.

"I am very pleased to welcome Christophe Lemaire to join UNIQLO.

His excellent design talent has been most commendable in the UNIQLO AND LEMAIRE cooperation series.

I am looking forward to seeing him more creative and inspirational. I also believe that his rich design experience and outstanding talents will be able to make full use of UNIQLO.

Liu Jing, chairman and CEO of fast marketing group, said in a statement released.

Lemaire recognised UNIQLO's fabric and workmanship.

In the relevant statement, he said, "in the process of working with UNIQLO AND LEMAIRE, the brand has impressed me with high quality, unremitting demands for product quality, continuous innovation of product development, and team spirit of cooperation. At the same time, it has also given me a lot of inspiration. For me, joining UNIQLO design team is both challenging and joyful. It continues the concept of" LifeWear's service life "and provides consumers with quality clothing suitable for everyday wear and various life scenes, and resonates with their lives through clothing.

Lemaire has its own design style.

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From the perspective of globalization, UNIQLO also needs Lemaire, an artistic director with international design background.

The founder of UNIQLO, Liu Jing Zheng, set the goal of becoming the world's largest garment manufacturer and retailer in 2020 in 2011.

This requires Group brands, especially UNIQLO, to become more successful in overseas markets.

Reporters have sent more detailed reports and analyses from Japan.

Correspondingly, since 2011, UNIQLO began to look for people everywhere to form a diversified executive team with more international vision.

Beginning with the core product design, in 2011, UNIQLO first sought the design director of Lssey Miyake, Takizawa Naoki, the former creative director.

While designing the brand as a whole, Takizawa Naoki uses his personal connections to expand the designer's cooperation series.

Through the launch of a joint series with many designers and models who are very attractive in specific fields, including Lemaire, UNIQLO's product line has become more abundant, with better quality coats, sweaters, shirts and so on, giving customers the choice of casual wear products that are more than T-shirts and jeans.

In 2014, UNIQLO invited NIGO, a godfather figure in Japan, to be the brand creative director.

The arrival of NIGO is mainly to make the basic funds represented by Uniqlo T (UT) become less basic.

UT is a T-shirt product that UNIQLO is used to market for young people.

Now, every UT chest is a piece of canvas full of possibilities. It can draw hundreds of themes from sub culture, animation to music, movies, technology and so on. The attraction for young people is becoming stronger and stronger. By the way, I believe you have the impression that the Line theme UT, which painted little bears and bunnies all over the streets, has been impressed.

From the marketing function, uniqo first found J o rgen Andersson, a global co chief marketing officer, who worked for years in H&M and Esprit for years in 2014, and later in 2015 he succeeded in cutting corners on the global creative president of the fast marketing group, John Jay, a Wieden + Kennedy partner of the American creative heat store, an American Creative hot store, which has been advertising for uniqo in 1999.

In most fashion companies, design director, creative director and art director are often the same thing. Even the functions of creative marketing president are likely to coincide with the work of the above director.

UNIQLO separates the power and responsibility area very clearly, and every "director" has been assigned to the work of refining the product line.

The appointment of Lemaire is the artistic director, and UNIQLO expects him to be able to work together with Takizawa Naoki and NIGO on the new line of Uniqlo U with the brand promotion base of John Jay and J rgen Andersson to further deepen UNIQLO's international market influence from products.

UNIQLO values the fit between Lemaire and brand in design style, and it can bring a recognition style to the brand. This is based on the basic matching of three or five, and the designer of the series and the joint UT can not be passed on to consumers.

"People who buy our products don't necessarily know who we are."

"We now want to emphasize style," John Jay said in an interview with reporters earlier.

However, because Lemaire still has personal brands to take care of, it means that he needs to redistribute the time between UNIQLO and personal brands.