WHO’s modelling for Uniqlo’s A/W’11 campaign?!

06 September 2011

Uniqlo has a habit of topping the cool-o-meter with their celebrity figureheads – think Chloe Sevigny, Agyness Deyn, Alison Mosshart, styled by none other than Lady Gaga’s right hand man, Nicola Formichetti. So which hipster type has the colour-blocking brand chosen for their A/W campaign? Abbey Lee Kershaw perhaps? Maybe an Olsen?

Nope, it’s Susan Sarandon in a mustard cardie and jeans. Eh? And here we were baffled by the improbability of Rosie + Ryan for M&S! Take a look for yourselves:

Susan Sarandon uniqlo

Frump-tastic or fabulous? According to WWD, the campaign heralds the New York openings of Uniqlo’s two largest flagships in the world: an 89,000-square-foot store on Fifth Avenue and a 64,000-square-foot store on 34th Street. So why pick Ms S, you may ask, who isn’t exactly known for her New York chic or fashion forwardness... Let’s consider.
Firstly, the world knows Susan’s a LEGEND of an actress with a string of Oscar nominations under her belt. Thelma and Louise, people. Need we say more? And it goes without saying that Double S is ruddy gorgeous at the ripe age of 64 – yep, SIXTY.FOUR – so she’s sure got the looks. Plus, she’s a political activist so that adds a moral slant to her catalogue of talents.

As for Uniqlo, it’s no secret the Japan-based label is known for its wide-ranging appeal with collections of comfy knitwear and bargaintastic basics, which are suitable for ALL ages and ANY bank account, making Sarandon a fitting choice. And the ads are designed to communicate this “Made for All” philosophy through Susan and a cast of more than 30 unique personalities. Glee heartthrob Darren Criss, Hollywood star Laura Linney and jazz musician Esperanza Spalding also strike a pose for the campaign. ‘Through the ‘Voices of New York’ cast we would like to show that individuality is not found in clothing but in people,’ Shin Odake, chief executive officer of Uniqlo USA, told WWD. What could be better than fashion with a heart-warming message?
So does this mean a less edgy aesthetic than we've come to expect from our Uniqlo pals, especially now that Jil Sander is out of the equation? If their diverse assortment of A/W faces is anything to go by, it sure looks that way. What do you make of the new campaign?



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