Uniqlo came to MP Creative to develop visual branding to support their new LifeWear rebrand. They had a reputation for great design and product innovation, but they lacked a connection of real people to their product. Rather than create a traditional campaign, we proposed a sophisticated editorial project: if life is made up of stories, emotional connections and experiences, LifeWear should be a vehicle to show how Uniqlo directly connects to them.
Collaborating with editorial team of writers and photographers coming from the likes of The Guardian, WSJ Magazine, and the New York Times magazine to create editorial profiles and fashion stories, the result is an engaging storytelling platform that elevates and dimensionalizes the brand, their product, and their ambassadors, and connects great product with the people who use it. The profiles build on the current conversation on design and democratic fashion, and meaningful connections to the Uniqlo brand philosophy are forged: Gallerist Taka Ishii discusses the connection between design, clothing, and art; explorer and athlete Ben Saunders discusses the life-and-death aspect of properly functioning technical garments in the field; Pinterest engineer Tracy Chou relates Uniqlo’s core value of constant improvement to her own philosophy of life and work.