UNIQLO Global Initiative
The Art & Science of LifeWear at MoMA
Brand Experience / Global Communications / Event Production
BRAND
UNIQLO Global Creative Lab
PARTNER
UNIQLO Global Headquarters
DISCIPLINE
Experiential
Global Ambassador Strategy
Event Production
On September 15, 2025, Uniqlo hosted The Art and Science of LifeWear, a celebration of creativity, innovation, and purpose at the Museum of Modern Art in NYC for an immersive evening designed to showcase the spirit and innovation behind Uniqlo and LifeWear.
Approach
We distilled LifeWear into five principles—Design, Technology, Art, Sport, and Heart for All—and brought them to life through installations, films, and printed materials at the Museum of Modern Art. A live conversation between Clare Waight Keller, Roger Federer, and Cate Blanchett reinforced the message in front of a packed audience. Set across MoMA’s lobby and garden, the evening also served as a global announcement platform, introducing Cate Blanchett as UNIQLO’s newest ambassador and KAWS as the brand’s first Artist-in-Residence.
Objective
UNIQLO brand seized its moment at one of most respected museums in the world, creating a global cultural moment that clearly defined UNIQLO’s LifeWear philosophy while generating meaningful press and celebrating key partnerships.
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Logo Cube and GOBO
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Printed Program Cover
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Printed Program Spread
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The Gund Atrium at MoMA
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Mannequin Displays
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LED Animated Timeline
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KAWS Cashmere Gift
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Event Gift Bags
Approach
We distilled LifeWear into five principles—Design, Technology, Art, Sport, and Heart for All—and brought them to life through installations, films, and printed materials at the Museum of Modern Art. A live conversation between Clare Waight Keller, Roger Federer, and Cate Blanchett reinforced the message in front of a packed audience. Set across MoMA’s lobby and garden, the evening also served as a global announcement platform, introducing Cate Blanchett as UNIQLO’s newest ambassador and KAWS as the brand’s first Artist-in-Residence.
Outcome
LifeWear Day 2025 at MoMA marked a defining moment for the brand in the US market. The one-night event generated 269.6M combined impressions across earned media and social, with exclusive placements in Vogue, The New Yorker, and WWD amplifying three major announcements: Cate Blanchett’s debut as Global Brand Ambassador, the KAWS Artist in Residence reveal, and UNIQLO’s 20th anniversary in America. The surprise KAWS announcement drove immediate cultural momentum across art, fashion, and streetwear press, while the intimate panel between Clare Waight Keller, Roger Federer, and Blanchett gave media a rare window into the relationship-driven creative philosophy behind LifeWear, with editors from Vogue, GQ, Esquire, and Surface citing it as the evening’s standout moment.
“This event truly showcased UNIQLO’s broad global vision. It also deepened my understanding of the thinking behind UNIQLO’s LifeWear.”
300+
VIPs, influencers, media, and guests in attendance
937M
Total media audience reached
Numbers at-a-glance
1.9M
Global reach on social media
59
Top stories in major publications, including Elle, Nikkei, Fuji TB, Bloomberg Business Week China, HK Economic Times, B Magazine
$200K
in estimated value of earned social media
Credits:
President of Global Creative: John C Jay
Creative Director: Joe Encarnacion
Art Direction: Emily Edelman, Ayaka Terakawa
Copy: Nora Deligter, Sunny Lee
Creative Production Partner: De-Yan
Director: Takashi Hirukawa
Accounts: Shingo Hase, Jen Gomez, Yoko Yazaki
Production: Alicia Eddy-Quintana
Design: Ian Thomas, Nic Sinclair
Uniqlo Global Partners: Jason Sabatino, Takahiro Kinoshita, Kensuke Suwa
Uniqlo USA Partners: Nico Cessot, Ariana Mathis