Uniqlo launches in Melbourne

People have already started pitching sidewalk tents, securing their position in the queue for what will surely be the opening of Melbourne’s greatest retail bonanza in years; the new Emporium Melbourne complex, of which Japanese label Uniqlo will be a star attraction.

If the recent H&M store opening was anything to go by, paramedics will be required on hand to deal with those who become overwhelmed by excitement over a casual knit.

Seriously though, Uniqlo have put significant R&D into perfecting their brand of universally-designed, budget basics, and have been selling their wares in around 1200 around the world for years. So Melbournians are simmering with anticipation at this point.

In an example of marketing brilliance, the brand chose an eclectic team of ambassadors to represent their new ‘lifewear’ range; an everyman approach intended to demonstrate how their clothes can work with any style or situation. But man, there are some left-field inclusions in the brand ambassador selection.

Like chef Andrew McConnell, and local street artist Rone — who was described in the press release as “famous for his lavish paintings of alluring women” (the rest of Melbourne just knows him for his rad stencil and skateboard art).

When questioned about the unusual career divergence, Rone explained “I was flattered to be asked and a little surprised myself. But these days street artists are working with Chanel, with Louis Vuitton — it’s amazing that bigger brands are starting to look to artists like me…people who certainly weren’t making a living through their art ten years ago.” In any case, he sure demonstrates how to rock a Uniqlo flannie.

Uniqlo opens at 10am on April 16 at Emporium Melbourne.
For more info visit uniqlo.com/au.