Concept

As we live in a "surfing" culture, zapping between different TV channels, Internet sites, ideas, people and STYLES. Appearance, how we choose to look, has always had an almost uncanny way of mirroring the spirit of times. 

The London Fashion Week is coming, however, do we need to persist in thinking about "what is the new black?" then people will throw away every item of clothing in the wrong colour??

Most people we see on the street,  in the supermarket , in a night club, rather than conforming to a single fashion direction, will bring together in their appearance all sorts of different elements- the more diverse the better.

Uniqlo doesn't have a single rule, on the other hand, the consumer is an intrinsic part of the creative fashion process.

Everyone should be unique. 

Inspired by the previous global campaign "Uniqlo Jump," I intend to do the ads for "Uniqlo Tee." 

As most Uniqlo Tee is limited edition, matching the consumer behavour of preferring exiguous items. In my ad campaign, "Uniqlo Tee" will be a kind of communication, not only between brand itself and consumers but also between individuals. 

Through choosing the right UT for individuals, people will be able to show their personality. Every Uniqlo Tee is limited and the person who choosing it is also unique.

Therefore, it will be an integrated communication with consumers to encourage people choose the right tee, present their personality and create their own style.