As Japanese basics purveyor Uniqlo has expanded into markets beyond Asia, it’s made a concerted effort to take things to a higher level, at least when it comes to design. The brand’s first big campaign here in the US included scenesters like Chloe Sevigny and Kim Gordon. Uniqlo quickly became the poor man’s APC, or the cool guy’s Gap, however you want to look at it.
But that was in 2007, before the recession hit. Now, being cool isn’t as important as being beloved by the masses. Uniqlo’s taking a cue from competitor Gap, releasing a “Made For All” campaign starring international celebrities Charlize Theron and Orlando Bloom.
The campaign makes sense. Uniqlo’s mission is to provide well-made, good-looking clothes to everyone. But are Charlize and Orlando the right ambassadors? We’re not so sure. When we think of innate style, they’re not the first celebs that come to our minds.
But they do have the global recognition Uniqlo is looking for, so until Maggie Gyllenhaal and Ryan Gosling become household names everywhere, we suppose we can’t complain.