Uniqlo first launched its attack on the UK when I was a fashion student in London and I remember having a lon discussion in la ecture about this brand, which at the time was rumoured to be planning a Starbucks-like attack on the high street, with a shop on every corner within a few years. We weren't convinced of the appeal, and the only person I knew who shopped in Uniqlo when it first hit our shores was my mother (at a store that has since closed down). Fast-forward a few years, and thanks to some very clever marketing, some wicked styling (see above) and a big injection of cool, the tide seems to have turned...
The world domination might have taken longer than planned, but Uniqlo is definitely finding its feet, promoting casual classics to young, cool Brits who're fed up of paying over the odds at Gap. If you're looking for good quality classics at decent prices (and with plenty of colour options) it's definitely the place to go. As these pictures from the Spring / Summer lookbook show, all it takes is some imagination to turn them from timeless to trendy.
