THE ART OF EVERYDAY LIFE

Beyond just clothing, Japanese retail brand Uniqlo is all about a holistic approach with its collections and in-house magazine LifeWear'

- PASHAM ALWANI

With a market that's overly saturated, fashion brands are constantly having to push boundaries. Whether it's with celebrity endorsements, click baity campaigns or seasonal trendy drops the need to stay relevant has never been stronger. However, when it comes to Japanese giant Uniqlo, the approach taken is slightly different.

We caught up with the brand's Creative Director Takahiro Kinoshita in Singapore last month to chat about their latest Spring/Summer 2023 collection and their in-house magazine - an online and physical publication that goes handin-hand with the values of the brand, creating clothing and content that is at once functional and practical, whilst bein beautiful, inclusive, and joyful.

GRAZIA: Do you think your previous publishing experience helps in your current role as the editor in chief of Uniqlo’s in-house magazine? 

TAKAHIRO KINOSHITA: When I first started editing magazines, a lot of people gave me insights on what to do, so it was hard to do things my own way. But after a few years, when I reevaluated what is most important, I came back to the foundation that magazines should be for the readers. ‘Lifewear’ magazine is not what Uniqlo is trying to say or sell to you, rather it’s always what the customer wants.