Japanese fashion

Lemaire’s resume runs quite long with gigs at Mugler and Saint Laurent, he then went on to be the creative director at Lacoste for 10 years and then took over from Jean Paul Gaultieras the womenswear designer at Hermès. He left in 2014 to start his own label, which he continues to run with wife, Sarah-Linh Tran.

Lemaire says making clothes for  fancy French brands and huge global chains is pretty much the same. In talking with Business of Fashion, he said, "The knitwear at Uniqlo is not that far off from Hermès. When you start working on such a concept, the price point is, of course, an issue. So we know from the beginning it has to be more cotton than expensive wools. But, to be honest, I've been quite surprised that I haven't had to make such compromises.

Our ambition is to fill the gap between what's fashion and what's 'normal. I know the word 'normcore' is overused, but there's something about normality I find very interesting—how do you make it super normal but refined and cool and desirable?"

It’s been reported that the first Uniqlo U collection will be released in July.