Uniqlo brings in Olivier Zahm for its latest campaign

By

Florent Gilles

Published
Aug 28, 2013

Artistic direction for Uniqlo’s new global campaign, planned to accompany the arrival of new collections of silk and cashmere in stores, has been handed over to Frenchman Olivier Zahm. The editor-in-chief of the magazine Purple has enlisted top model Lily Donaldson, actress Chloë Sevigny and photographer Ryan McGinley, who will photograph the campaign and also model to showcase the cashmere collection.

The two-pronged campaign launched in France August 22 with Lily Donaldson as the lead figure for the silk collection. Uniqlo’s goal is to take part in every moment of its clients’ lives – the subtext of its new slogan “Lifewear” – and they are offering silk at prices that beat the competition, and particularly the contemporary labels. Eighteen styles for women will be introduced, in a selection of 90 colors and patterns, at a price of 39.90 euros.



As for the cashmere collection, 42 styles in nearly 330 colors and patterns for men and women will be available starting at 59.90 euros. Chloë Sevigny et Ryan McGinley are the advertising headliners on the cashmere side of the campaign, scheduled to launch in France starting on September 12. The American actress, several times the face of campaigns for Miu Miu and at the head of her own line of ready-to-wear for Opening Ceremony, previously posed for Uniqlo promoting t-shirts by the Japanese label. Olivier Zahm chose her for “the integrity she's shown in her career, judging by the roles she’s chosen” and the fact that she has “lots of style.” Ryan McGinley, a regular contributor to the New York Times, also photographed the last campaigns for Edun.