Uniqlo’s new ad campaign relaunches its flagship Oxford Street branch through the medium of dance

Uniqlo has today relaunched its global flagship store, at 311 Oxford Street in London, with a film and set of posters all aimed squarely at a youth audience.

The centrepiece of the new campaign – which is titled ‘This way to utopia’ – is a film featuring a series of contemporary dancers performing against a number of different London backdrops. These include gritty urban scenes familiar from many a London-based drama to more unusual settings, with one female dancer acting out balletic moves on top of a football crossbar.

These unusual touches, plus the impressive performances, make for a compelling film, which was apparently shot entirely in-camera. The use of dance also plugs the film firmly into Uniqlo heritage, with previous campaigns for the brand, including its iconic Uniqlock app, also featuring contemporary dance. Here the style has a distinctly London flavour, however.

This continues in a series of posters, which are more mainstream, featuring London youth talent shot by Rankin. At the same time as the relaunch of the store, Uniqlo is announcing a partnership with Tate Modern, and the sponsorship of a series of events at the museum. The brand will also host regular cultural events at its flagship store.


The campaign is created by Faster Horses, a new creative company launched by former Karmarama ECDs Sam Walker and Joe De Souza. The duo also commissioned the striking hoarding that has been out front of the store prior to its reopening, which is by illustrator Jean Jullien. Images of the hoarding are below:

Photographs of Jean Jullien and his hoarding for Uniqlo, shot by Tom Robinson
Photographs of Jean Jullien and his hoarding for Uniqlo, shot by Tom Robinson

Agency: Faster Horses
Creative directors: Sam Walker, Joe De Souza
Production company: Riff Raff
Director: Sam Walker
Photographer: Rankin
Mural illustrator: Jean Jullien

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