Signals & Stats : Daily Signals

Retail re-interpreted

By Alex Jordan 19 : 01 : 2016 Uniqlo : New Perspectives : LifeWear

Global – Retailer Uniqlo invited four prominent creatives to offer their take on its LifeWear collection in partnership with publisher It’s Nice That.

New Perspectives features work by artist Nick Veasey, designer Jesse Auersalo, digital artist Thomas Traum and photographer Rebecca Scheinberg
The project highlights Uniqlo’s innovative use of modern design details

Still from film by Nick Veasey commissioned by It's Nice That and Uniqlo, Global

Still from film by Jesse Auersalo commissioned by It's Nice That and Uniqlo, Global

Still from film by Thomas Traum commissioned by It's Nice That and Uniqlo, Global

Still from film by Rebecca Scheinberg commissioned by It's Nice That and Uniqlo, Global

To celebrate the brand’s LifeWear range, the retailer handed over creative control to a select group of artists to breathe new life into clothes its customers are familiar with.

Auersalo examined Uniqlo’s HEATTECH technology by filming the fabric in motion, while Veasey photographed the Men’s Ultra Light Down Parka using X-rays, revealing the internal structure of the garment.

Traum’s abstract approach was inspired by the ripples in the Women’s Light Pocketable Parka. A series of dream-like landscapes pulse and shift to an ambient soundtrack by London producer Loom. ‘If you fold clothing or drop it to the floor it creates waves and there is something in that image that naturally fits,’ says Traum.

The Big Picture

Bringing in collaborators to re-interpret products is one way to capture the imagination of consumers in the age of Anti-authenticity Marketing. See how Samsung teamed up with Vimeo’s most creative film-makers for a series on the essence of connectivity here.