Skepta has just become Uniqlo‘s newest cultural ambassador. The Boy Better Know frontman is one of six British creatives enlisted by the brand and joins fashion designer Hana Tajima, BBC Radio 1 DJ Benji B, photographer Cate Underwood, transgender model Munroe Bergdorf and filmmaker Sean Frank. The team of ambassadors joins the brand as Uniqlo opens doors to its massive new London flagship on Oxford Street, along with a very London-themed campaign that celebrates the British capital’s culture.
John C Jay, President of Global Creative at Uniqlo’s parent company Fast Retailing, issued the following statement:
“London is one of the most diverse cities in the world and a true creative and cultural utopia. At Uniqlo, we believe ‘utopia’ is more than just a place; it is a means for self-expression, through design, creativity and cultural diversity. We wish to celebrate the special connection we feel with London, which was after all our first overseas market almost fifteen years ago, and believe that our new campaign, called This Way to Utopia, and campaign ambassadors showcase this in the best way possible.”
The campaign, created by Faster Horses agency, is called “This Way To Utopia” and can be viewed below. The new flagship aims to become a cultural hub in London and is now open to the public.
Uniqlo London Flagship
311 Oxford Street
London W1C 2HP