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Do Mass Brands Need Creative Directors?

This week, Uniqlo appointed Clare Waight Keller the creative director of its main line, while Stefano Pilati signed on for a collection with Inditex flagship Zara and Zac Posen staged a New York Fashion Week bash with Old Navy. The jury is still out on whether hiring designers from high-fashion will drive retail results.
Gap's Zac Posen and Uniqlo's Clare Waight Keller.
Gap's Zac Posen and Uniqlo's Clare Waight Keller. (Mario Sorrenti, Getty Images, Fast Retailing)

On Tuesday, Uniqlo named Givenchy and Chloé veteran Clare Waight Keller creative director of its main line, expanding a partnership that started with her “Uniqlo: C” sub-brand last year.

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