UNIQLO reflects on future fashion in new international campaign
“What will you wear for tomorrow?” (“What will you wear tomorrow?”) – this is the name of the new campaign of the Japanese brand Uniqlo. Reflections on fashion after the pandemic illustrate items from the UNIQLO Fall-Winter 2020 collection – in three stylistic directions: “Art and Design”, “Work and Craft”, “City”.
The protagonist of the project in Russia is Alena Doletskaya, the first editor-in-chief of Vogue Russia and Andy Warhol’s Interview Russia, publicist, creative consultant of the Tretyakov Gallery, ambassador and friend of the Vera hospice fund, initiator of the We Help Doctors charity project.
Alena Doletskaya: “For 4 months, people got used to a relaxed style of dress. It seems to me that we are rapidly moving into urban elegance, in which there is nothing superfluous, but at the same time, thanks to a competent combination of things, you can look like an urban advanced citizen. UNIQLO makes it possible to transmit to the world almost all the messages we need. It is absolutely universal in this sense, while maintaining the message “I know how to dress”. How to dress appropriately, cozy, comfortable for yourself, and at the same time adequate for the society in which you find yourself. This versatility is one of Uniqlo’s greatest strengths. What will I do tomorrow? I will live. It’s the most important. I will live in full force with all the gifts that gods, parents, friends, colleagues have given me. And I will give these gifts, distribute, use for something very necessary, this is the most important mission – to disturb people, prevent them from falling asleep, to love this gift, which is called life, to show all the brightness of colors around us. And so in everything – be it my consulting projects, or participation in the creation of a media product, be it my hobbies, to which I partially devote my life“.