UNIQLO announced an exciting relaunch campaign for its flagship store on Oxford Street today as it positions itself as a cultural hub in the city. The clothing retailer’s “This Way to Utopia” campaign pays tribute to London’s colorful cultural scene.

The Creative Director of UNIQLO parent company Fast Retailing, John Jay, emphasized the importance of London for international retailers. He said: “London is a very important market for any global retail business. It is the most diverse city in the world which makes it a creative and cultural utopia and we want to celebrate this and be part of it.”

The campaign is the brainchild of Sam Walker and Joe DeSouza via their creative partnership Faster Horses. A television advertisement (below) is set to air on March 13 during Indian Summer on Channel 4.

Faster Horses’ Sam Walker said: “It’s exciting to work on a great brand that’s not afraid to keep moving, evolving and challenging perceptions.”

The out of home campaign will highlight six carefully selected cultural ambassadors who represent the best of London’s creative talent as well as its diversity. The campaign will take over the Oxford Circus underground station and run six-sheet posters along the length of Oxford Street shot by famed photographer Rankin.

The diverse and creative cultural ambassadors

  • Muslim visual artist and blogger Hana Tajima was behind one of UNIQLO’s recent collections.
  • DJ and record producer Benji B of BBC Radio 1 and the Deviation Sessions club night has produced for names like Kanye West.
  • Transgender model and DJ Munroe Bergdorf raises awareness of transgender issues and works in fashion.
  • London model and photographer Cate Underwood won the Bazaar Fashion Forward awards in 2010.
  • Rapper and songwriter Skepta is a well-known artist in the UK grime scene, and rapper Drake recently joined his Boy Better Know label.
  • Visual artist and filmmaker Sean Frank is respected for his work with musicians and fashion brands.

UNIQLO to partner with Tate Modern

UNIQLO also announced it will sponsor the Tate Modern’s June re-launch weekend as well as a new event at the museum known as “Uniqlo Fridays”. These late-night events will take place on the first Friday of every month from October.

In addition, Tate Modern will curate quarterly events at UNIQLO’s 311 Oxford Street store. The store also plans to host monthly events in conjunction with London internet radio station NTS. Some of the events slated include a yoga morning with Madeleine Shaw, a rooftop barbecue, and a talk given by gold medal winning Olympian Victoria Pendleton.

Tobias Matthews

Tobias Matthews


Writer at Fourth Source.