Christophe Lemaire looks to imbue his clothes with both a sense of "dignity" and individuality.
The French designer runs his own namesake label alongside his partner in business and life, Sarah-Linh Tran, and they recently showed the brand's spring/summer 2018 collection during Paris Fashion Week.
Discussing the inspiration behind his range during an interview with GQ Style, Lemaire - who is also artistic director of Uniqlo - noted his key objective is to appeal to customers who don't follow the crowds.
"It's important to resist trends and remember who you are," he said. "I'm looking for dignity. We're trying to provide clothes that can help you feel dignified or stable. I think in fashion there's this dimension too, it's of course not only about the superficial image you want to project to others, it's also about how these clothes make you feel. When you wear good clothes, you feel a bit stronger."
He also insisted that fashion and style isn't a "superficial" part of a person; it's the main form of projecting yourself to others, likening it to a language and a means of communication.
Further stressing the importance of resisting the "conditioning" that society tries to impose on people when it comes to how to present themselves, Lemaire shared how crucial it is that he makes his pieces wearable.
"I think it's important to be aware that we're doing a business, at the end of the day I want my clothes to be worn and I want them to be sold," he said. "Fashion is not art, it's a little bit more complicated than that. But there is a certain level of purity or honesty here, and also respect of your clients, and not fooling them about the quality."