The Japanese brand Uniqlo appointed the American artist Brian Donnelly, better known as Kaws, his first “resident artist”, known for his pop style, in an event in New York starring executives and celebrities, and in which he advocated unite fashion, art and technology.
Uniqlo staged on Monday night at the Museum of Modern Art (MoMA) his philosophy “Lifewear”, with which he proposes to “improve everyone’s life” anywhere, emphasizing that the quality and design of their clothes offer “protection” to elements such as the sun, rain and cold in a “unpredictable” world.
The main executive of the brand, Tadashi Yanai, who is the CEO and president of his matrix, Fast retailing, claimed that he has been working for the “democratization” of clothing for years, so that this transcendent gender, age or race, with the goal of “creating a new industry”.
He was accompanied by Mitsuo Ohya Executive of Toray Industries, one of the largest carbon fiber producers in the world who has collaborated with UNIQLO in the last two decades for that purpose, in lines of innovative products and known as Heattech (thermal clothing), Airism (fresh clothing).
As part of that “Lifewear” philosophy, Uniqlo presented a series of councilor principles, including “Technology for all”, “Sport for All” or “Art for All”, and in the latter it framed its actions to make art more accessible to the population, for example sponsoring a free afternoon at MoMA.
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Hollywood stars and sports adopt Kaws’s philosophy
By surprise, executives announced that Kaws, whose works, especially sculptures, collect millions of dollars at auction, will be in charge of leading an artistic mission that covers to create “new categories” of product for Uniqlo and foster a “community” around its brand.
Kaws, whose real name is Brian Donnelly, advocated “bringing other artists to the company to share what they do and distribute it to a greater audience,” and thanked the projection that his commercial work has given him for the general public.
The event also had two stars that are ambassadors of the brand, actress Cate Blanchett and exhaust out Roger Federer, who sat down to talk with the creative director, Clare Waight Keller, about her experience with the brand, and made some reflections on fashion.
Blanchett, for example, aligned with the philosophy of the brand, ensuring that “it should not be a luxury to have well -made and quality garments,” he considered that “the waste is the enemy of creativity” and said the clothes have “an emotional impact” on memory.
With EFE information
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