Lemaire's 'basic' Uniqlo line
Christophe Lemaire is pleased his Uniqlo collaboration is "basic".
Earlier this year it was announced the designer's brand Lemaire, which he runs with Sarah-Linh Tran, was to team up with the Japanese retailer in time for Autumn 15.
Now the fashion duo have unveiled the first images from their Uniqlo campaign, shot by photographer Alasdair McLellan.
Each picture sees a model lying on the floor in cosy knit jumpers but from the way the photo has been flipped, it looks as though they are leaning against a wall. There are three featuring women, one of which also sees a scarf worn, and one focusing on a man.
Christophe has explained to style.com the concept behind the ads, revealing he and Sarah-Linh wanted to capture the contrast between clothes worn inside the home and outside.
“They’re comfortable clothes, warm, very comfy, but chic enough to go out in,” he explained “Basic is an overused term in fashion, but at the end of the day, it’s quite true, quite right."
The pieces included in the pictures come in cashmere and lambswool. Christophe hopes they will appeal to a mass audience and become a wardrobe staple for customers.
“Pieces that you need, pieces that you want - that’s what we tried to do," he added.
Fashion fanatics can get their hands on the designs in store and online in early October.
The collections for men and woman will be previewed in Paris today.
Following the announcement in March, Christophe and Sarah-Linh shared their delight at the venture.
”We have always dreamt of working with Uniqlo. Uniqlo designs quality garments for everyday life, for everyone. This is also our approach to fashion, and the philosophy of Lemaire," they said.