Uniqlo has appointed British designer Clare Waight Keller as its new creative director.

On top of the new appointment, Keller will continue in her role as designer for the Uniqlo: C womenswear project.

In her new role, Keller will also lead Uniqlo’s mainline collection, including menswear, beginning this year’s fall/winter.

“Clare Waight Keller’s work with Uniqlo: C has convinced me that she is one of the few creators in the world able to achieve a high level of balance between creation and merchandising,” said Yukihiro Katsuta, Uniqlo Fast Retailing group senior executive officer and head of research and development.

“I believe that with her, we will be able to evolve LifeWear, the ultimate everyday wear, into something even richer and create clothes that will make our customers even happier,” added Tadashi Yanai, Uniqlo fast retailing chairman, president and CEO.