>> Back in October, I went over to Paris to discover more about Uniqlo's Lifewear concept. I was already sold before I had even gotten the whole spiel from the PRs. Now the concept has been brought to life in stores, online and through a small digital campaign, which I was more than happy to be a part of. "We're not casual wear, not sportswear, not contemporary wea. We needed to find a good word to describe the concept. Last year, we finally found it - LifeWear." A memorable quote from Naoki Takizawa, Uniqlo's current creative director, which made me think about the way Uniqlo functions in my life. My role in the campaign was basically to be the "fashion airhead", the flighty person into her frippery and needing Lifewear to calm her craziness down.
In reality, my love of Uniqlo goes beyond flighty fashion. It's a deep respect for their product philosophy and the way they don't try to be overly trendy. Indeed, there will be people who are surprised to learn that the highest quota of pieces from one singular high street store in my wardrobe belong to Uniqlo. High street seems like the wrong word. I wouldn't even classify those pieces alongside ones by Topshop or COS or an H&M. As I said in a less-than-eloquent way in the video, they're essential linking pieces that makes intricate layering possible, that makes grounding down the more cray-cray things in my wardrobe a whole lot easier and they bring in pragmatism, where it's often lacking. On a practical level, they're clothes that have served me a long time, through multiple of washes, stains and extreme weather conditions, and have come out the other end in tact and ready to be worn again. The Uniqlo pieces that I have in my wardrobe are mostly from the ye olde days when they first landed on these shores. Subsequent trip to the stores in Hong Kong and Tokyo have also bolstered that quota.
In the video, I layered up Ultra Light Down (yes, two down jackets worn at once - and what?) with a spot of Dries, tied multiple cotton flannel shirts (they've done the cotton brushing for you to make them really soft) over ultra stretch jeans and a bit of Rochas (blub blub...is Marco Zanini REALLY leaving?!?), and matched up tricolor prints together with my mahussive Sacai trousers. If I had more than 90 seconds in the video, I would have tried to cram in sheeny shiny Bacofoil silver trousers worn with Uniqlo's ever-impressive merino range or mixed up ballooning Balenciaga culottes with the new Uniqlo x Celia Birtwell range. There will always be other opportunities to perplex video crews with the extremities of wardrobe.