UNIQLO’s ‘LifeWear’

「ユニクロ(UNIQLO)」の新コンセプト「LifeWear(ライフウィア)」と題したプロジェクトが、パリ、ニューヨークに続き東京でも発表された。「ヒートテック」、「ウルトライトダウン」、「フリース」、「シルク」、「カシミア」、「コットンフランネル」、「ウルトラストレッチジーンズ」、スウェーデンのテキスタイルデザイナーグループ、10-guruppenとのコラボレーションによって生まれた「TOPICS:10-guruppen」、「ウィームイージーパンツ」、「デニム」、「レギンスパンツ」、「シャツ」と、12のプロジェクトからなる新たなライフスタイルを提案。1ブロック9体、計108体の異なるマネキンがお出迎え。

「LifeWear」は、日常のさまざまなシーンに合った服を提供。お客様から寄せられる厳しい要求や実用的なニーズにお伝えするため、素材もデザインも常にアップデートしていくと共に、こだわり抜いた素材、洗練された適正なデザインに加え、時代のムードを取り込んで「着る楽しさ」を提供できるような服づくりを実現しようとしている。

レイヤー術を見せつけたニコラ・フォルミケッティによるスタイリングに、世界的に活躍するヘアー・メイクアーティスト、加茂克也によるヘッドアート。マネキンならではのピースも多々あり、個人的には入口付近の白シャツにボリューミーな花のヘッドピース、チェックのシャツを繋ぎ足したスタイリング。

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Last week UNIQLO held an Industrial Sized installation for 12 of their categories Fall 2013 collections at Shibuya’s Bellsalle event space. 108 mannequins filled the room for the ‘LIFEWEAR’ presentation which was previously shown in Paris and New York (illustrating the growing global reach of Fast Retailing’s flagship brand). Where as Fast Fashion usually concentrates on delivering on-trend clothes at affordable prices, functionality is at the heart of UNIQLO’s ethos and success. Design Director Naoki Takizawa’s concept for LifeWear is ‘Clothes for a better life for everyone, everyday’. This includes denims from the internationally renowned region of Okayama, silks, cashmeres and UNIQLO’s pioneering Heat-Tech fabrics. ‘Basic’ could be seen as a negative connotation yet with Visual Direction by Nicola Formichetti, the LifeWear range was elevated into a visually stunning art-type installation with creative flair added by Japan’s highly regarded hair stylist Kamo-san. Kamo-san could reach greater creative heights than usual on this project by working on mannequins as opposed to his usual human clients. These styling details demonstrate another aspect of UNIQLO’s LifeWear concept, that the individual wears the clothes on their own terms to live their life as their story rather than someone else’s. This seasons LifeWear collections will start appearing in stores globally from July.

UNIQLO OFFICIAL WEBSITE

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