UNIQLO UT Global Campaign 2025

For this campaign, we took a step beyond the previous approach of centering around popular IP collaborations and shifted toward a strategy that highlights UT as a brand itself. The goal was to create a global-scale campaign that allows audiences to experience UT’s core purpose— discovering new IPs and art through the brand.

At the heart of the campaign was the question of how to express the joy of graphic T-shirts.
Through workshops with the client, we identified five key themes, including such themes like: the joy of matching T-shirts, linking your favorite activities with your T-shirts, and new encounters.
The shoot featured more than 20 diverse local cast members, capturing UT’s signature free-spirited and playful energy in every visual.

One of the most distinctive elements of this campaign was the creation of an original song, written entirely for UT, from lyrics to composition.

We defined our casting requirements as artists who could seamlessly perform in both Japanese and English, and selected two rising talents:
Ayumu Imazu, recognized in Forbes JAPAN 30 UNDER 30 2025, and Furui Riho, whose musical roots are grounded in gospel.

With the theme of “Graphic T-shirts for everyone — across all ages and generations,” the song carries a message of “Live it up!”- which captures the idea of enjoying each moment to the fullest to help make everyday life a little more fun. We crafted the music so that it would connect naturally with the brand’s core message.

The final track was launched together with the main campaign film and expanded globally, first through UNIQLO’s official social media channels in each local market, then spreading into dance content and user-generated posts that encouraged participation from fans around the world.

The photos and videos produced were used across a wide range of channels, including global catalog covers and spreads, in-store displays, and social media ads. By maintaining a consistent concept and visual language globally, the campaign strongly communicated the UT brand’s world to audiences both in Japan and overseas. Behind-the-scenes footage and short clips for social media were also created, generating engagement and relatability through content for fans.

This campaign marked a bold step beyond previous UT initiatives, with innovative approaches such as combining music and fashion. At the same time, as with last year, every touchpoint, including photography, video, music, catalogs, and social media maintained consistency while keeping “UT itself” at the center.

By carefully incorporating local atmospheres and cultural nuances, monopo leveraged its expertise in blending a global perspective with local sensibilities. This approach allowed UT’s signature “Free and playful world” to resonate across different countries and audiences.