Lifewear Brought to Life

Lifewear Brought to Life

>> Back in October, I went over to Paris to discover more about Uniqlo's Lifewear concept.  I was already sold before I had even gotten the whole spiel from the PRs.  Now the concept has been brought to life in stores, online and through a small digital campaign, which I was more than happy to be a part of.  "We're not casual wear, not sportswear, not contemporary wea.  We needed to find a good word to describe the concept.  Last year, we finally found it – LifeWear."  A memorable quote from Naoki Takizawa, Uniqlo's current creative director, which made me think about the way Uniqlo functions in my life.  My role in the campaign was basically to be the "fashion airhead", the flighty person into her frippery and needing Lifewear to calm her craziness down.

In reality, my love of Uniqlo goes beyond flighty fashion.  It's a deep respect for their product philosophy and the way they don't try to be overly trendy.  Indeed, there will be people who are surprised to learn that the highest quota of pieces from one singular high street store in my wardrobe belong to Uniqlo.  High street seems like the wrong word.  I wouldn't even classify those pieces alongside ones by Topshop or COS or an H&M.  As I said in a less-than-eloquent way in the video, they're essential linking pieces that makes intricate layering possible, that makes grounding down the more cray-cray things in my wardrobe a whole lot easier and they bring in pragmatism, where it's often lacking.  On a practical level, they're clothes that have served me a long time, through multiple of washes, stains and extreme weather conditions, and have come out the other end in tact and ready to be worn again.  The Uniqlo pieces that I have in my wardrobe are mostly from the ye olde days when they first landed on these shores.  Subsequent trip to the stores in Hong Kong and Tokyo have also bolstered that quota.

In the video, I layered up Ultra Light Down (yes, two down jackets worn at once – and what?) with a spot of Dries, tied multiple cotton flannel shirts (they've done the cotton brushing for you to make them really soft) over ultra stretch jeans and a bit of Rochas (blub blub…is Marco Zanini REALLY leaving?!?), and matched up tricolor prints together with my mahussive Sacai trousers.  If I had more than 90 seconds in the video, I would have tried to cram in sheeny shiny Bacofoil silver trousers worn with Uniqlo's ever-impressive merino range or mixed up ballooning Balenciaga culottes with the new Uniqlo x Celia Birtwell range.  There will always be other opportunities to perplex video crews with the extremities of wardrobe.       


Leave a comment

    2013-08-08 at 9:37 AM

    I love your style, you are so original and interesting style, you are my fashion inspiration

  2. Mira

    2013-08-08 at 10:00 AM

    I love this collection. The trousers your wear in the video are too cool.

  3. Khoa

    2013-08-08 at 10:11 AM

    Happy to see this video. I know Uniqlo was doing something about their lifewear campaign with some bloggers. Now, it’s finally come to life. They’re not as popular as Zara or H&M, but I agree with you that their philosophies of comfort and utility and quality (at that pricing point) really distinguish them from the pack. I would (no actually have always) choose Uniqlo over Zara or H&M any time of the day.

  4. laststraggler

    2013-08-08 at 10:42 AM

    Nice a very cool brand to work with!

  5. Rhea

    2013-08-08 at 10:48 AM

    Your style is very inspiring. always out of the box. Really like some of the pieces.

  6. Cara

    2013-08-08 at 11:11 AM

    You always impress me with how you put outfits together, never in a normal way but always perfectly unexpected. Never really delved into Uniqlo but I’m extremely intrigued after watching the video.

  7. Denisa

    2013-08-08 at 11:53 AM

    Very nice styl. Great day.

  8. Bridget

    2013-08-08 at 12:50 PM

    I’ve loved uniqlo since I first stepped foot in one 6 years ago in Osaka – totally relating to the life wear philosophy. Susie, I’m such a fan of you!

  9. Mr. Shoes

    2013-08-08 at 1:12 PM

    Really impressive style! I like it.

  10. Yin @ the|avantguardian

    2013-08-08 at 2:17 PM

    Love Uniqlo! We don’t have a Uniqlo store here in the Netherlands so we always have to drive up to Germany for our Uniqlo fix!

  11. Like__Enchanted

    2013-08-08 at 5:26 PM

    Gorgeous !
    Love, unicorns and glitter on you. <3

  12. Adrianna Alejandra

    2013-08-08 at 6:08 PM

    Your styling of the Lifewear pieces over the extravagant items that your high fashion closet holds really does show the solid complex and grounding aspect of the Lifewear line. I am completely loving those “mahussive Sacai trousers,” they really are gems.

  13. thetextiler

    2013-08-08 at 6:21 PM

    i love the way you write suzi, i literally learn a new word from every post- ‘bolstered’ was the mot du jour! love the video too its nice to actually hear your voice! obv the outfits are flawless. goes without saying

  14. Rena

    2013-08-09 at 7:47 AM

    Always fascinating how you combine your looks, I really appreciate this great inspiration

  15. Matilda Munyard

    2013-08-09 at 9:26 AM

    I love your blog and although I’m only 13 I also adore fashion and style ! I love the way you write and I have a style and fashion blog, If you ever have the time – please check it out

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