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Uniqlo’s Kendrick Lamar coup is part of effort to be a serious fashion force
Super Bowl appearance continues the retailer’s vibe shift from slightly boring staples into a raved-about brand
But while those came from the luxury fashion brand Celine and cost £830, the scores of backup dancers surrounding him wore a high street label – to be precise, £19.90 oversized T-shirts and long-sleeved tops from Uniqlo. It now infiltrates the wardrobes of everyone from gen Z youngsters who love its cargo joggers and cult crossbody bag, to their grandparents who rave about its Heattech thermals and affordable cashmere jumpers. The fact that a high street retailer had persuaded one of luxury’s most influential fashion designers to decamp from a world of catwalk shows and celebrity-fronted campaigns speaks volumes about Uniqlo’s sway.
Or read this on The Guardian
