Roger Federer on Values That Transcend Style
Fashion

Roger Federer on Values that Transcend Style: ‘I Think Kindness Should Be a Norm’

Uniqlo creative director Clare Waight Keller and global brand ambassador Roger Federer. Courtesy of Uniqlo

The tennis legend shares how themes of compassion and humanity take center stage, going beyond fashion at Uniqlo’s presentation at Pavillon Vendôme.

Toward the end of Paris Fashion Week, with a buzz about the season’s standout trends reaching its peak, a different kind of scene unfolded at the Pavillon Vendôme, one of the city’s most elegant squares saturated with all the luxury boutiques. Amid the frenzy, a Uniqlo exhibition’s serene setting offered a refreshing pause from the fashion whirlwind, showcasing something more enduring than fleeting trends. 

Celebrating 40 years, Uniqlo marked its milestone with an exhibition that delved into its LifeWear concept. Centered around the question, “What makes life better?,” the event highlighted the brand’s Fall/Winter collections with live models dressed in Uniqlo’s signature designs and visitors were also invited to dig into the science behind the clothes with various interactive displays that offered insights into the cutting-edge processes.

Uniqlo’s exhibition space at Pavillon Vendôme. Courtesy of Uniqlo

Joining the celebration were global brand ambassador and Swiss tennis legend Roger Federer, alongside Uniqlo’s creative director Clare Waight Keller. Both shared their insights on the brand’s evolving philosophy during a conversation with Vogue Philippines.

“I think kindness should be a norm. As an athlete, I deal with enough toughness. And just by having human empathy and trying to do things in a nice and kind way makes a huge difference,” says Roger Federer who seamlessly steers the conversation toward values that transcend style. Throughout the celebration, he highlights how themes of compassion and humanity take center stage, revealing a profound meaning that goes beyond just fashion.

Clare Waight Keller is a natural fit for Uniqlo, attributing “curiosity and a sense of place” as the key to making life better. “You absorb culture, a way of life, and even the daily activities of a place differently when you’re immersed in it,” she explains. Having lived in numerous cities throughout her career, Waight Keller sees the idea of place as a profound influence on one’s mindset and approach as a creative.

Roger Federer and Clare Waight Keller discuss their insights on a better life through Uniqlo. Courtesy of Uniqlo

Just a few minutes’ drive from Place Vendôme, Uniqlo’s flagship Opéra store stands adjacent to the iconic Palais Garnier Opera House, with the brand’s office located right above it. In this historic part of Paris, Yukihiro (Yuki) Katsuta, head of Uniqlo’s research and development, stands by the window overlooking the iconic Opera House, a symbol of the brand’s partnership since the store’s opening in 2009. “This place acts as a bridge, blending the cultures of Europe and Japan,” Katsuta reflects, emphasizing the significance of the store’s unique setting.

Uniqlo produces approximately 600 million articles of clothing annually, yet despite the ongoing global cost of living challenges, its customers remain fiercely loyal. The brand’s philosophy encourages mindful consumption, and Katsuta plays a pivotal role in this innovative approach. “People come to Uniqlo because they know they can buy quality products,” he explains, emphasizing on the functional and long-lasting items. “Something as simple as a white t-shirt can serve you for 5 to 10 years,” Katsuta says, highlighting Uniqlo’s commitment to creating durable, thoughtfully designed clothing. He explains that even the production process reflects this philosophy: “It usually takes one year from start to finish.” Uniqlo’s LifeWear is known for offering high-quality everyday clothing, a reputation strongly supported by its customer base. At the heart of this promise is the brand’s commitment to using premium fabrics. 

Uniqlo’s collaboration collection with JW Anderson. Courtesy of Uniqlo

Uniqlo’s forward-thinking approach to blending science with fashion has resulted in groundbreaking innovations like HeatTech and AIRism®. These technologies have revolutionized the way we think about clothing, offering more than just style. HeatTech, for instance, uses advanced fabrics that capture moisture from the body and convert it into heat, delivering warmth without adding bulk. AIRism®, on the other hand, enhances comfort by regulating body temperature and wicking away moisture. These innovations captured shoppers and have since become staple technologies, setting Uniqlo apart in the realm of functional, everyday apparel.

“While our prices are affordable, our production process is luxury,” Katsuta explains, emphasizing the brand’s dedication to crafting garments with the precision and care typically associated with luxury fashion.

Uniqlo displayed their LifeWear Fall/Winter 2024 collection within different rooms of a Paris apartment. Courtesy of Uniqlo

True enough, Uniqlo’s dedication to innovation distinguishes it from typical fast fashion brands. The company collaborates with well-known designers and labels, such as Comptoir des Cotonniers and JW Anderson, and brought on former Givenchy creative director Clare Waight Keller. This strategy not only enhances their product offerings but also reflects a commitment to quality and durability. According to Katsuta, even the brand’s more affordable items receive the same attention to detail often found in luxury fashion. This focus on thoughtful, enduring design helps Uniqlo carve out its own space in the competitive apparel market.

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