Uniqlo Celebrates London's Urban Culture As It Relaunches Flagship Store

Dance-Based Film and Rankin Posters Are by Startup Agency Faster Horses

Published On
Mar 10, 2016

Editor's Pick

Uniqlo is relaunching its flagship store in London with a campaign that aims to capture the cultural zeitgeist of the city. It includes a two-minute film in which contemporary dancers perform in ultra-urban locations, as well as an out-of-home campaign shot by Rankin featuring "cultural ambassadors."

The entire campaign is the first work from Faster Horses, an agency startup launched this week by former Karmarama executive creative directors Sam Walker and Joe De Souza.

The film, which will take over an entire Channel 4 ad break on Sunday during the drama "Indian Summers," sees the dancers perform (clad in Uniqlo fashions such as its trademark down jackets) on railway platforms, in playgrounds and even on the sides of buildings. The choreographer is Lukas McFarlane, who won a TV dance competition, and the soundtrack is "Madeleine" by German artist Konstantin Sibold.

The out-of-home campaign features six people chosen by Uniqlo to reflect the creativity, positivity and diversity of London in 2016. They are Hana Tajima, the Muslim designer and blogger who produced an Islamic fashion collection for Uniqlo last year; transgender model/activist and DJ Munroe Bergdorf; filmmaker Sean Frank; DJ and producer Benji B; photographer and model Cate Underwood and rapper/producer Skepta. The posters were teased by a huge mural outside the flagship Oxford Street store, created by Jean Jullien, the illustrator who created the iconic Paris peace symbol.

Uniqlo is also sponsoring Tate Modern's re-launch weekend in June and will also be the sponsor of a new Tate Modern event called "Uniqlo Fridays," a series of late-night events. The flagship store will also host monthly events in partnership with East London-based internet radio station NTS, including a summer barbecue on the rooftop.