UNIQLO SG removes exclusivity factor, opens seasonal collection sneak peek to public

Global apparel retailer UNIQLO unveiled its 2025 "Spring/Summer pop-up" to launch its newest "LifeWear" collection at Singapore's National Design Centre from 14 February to 16 February.

For the first time, Singaporeans were invited to view the upcoming collection, which will be launched on 28 February. At the pop-up, visitors were able to scan a product barcode on the products they wished to purchase, which would lead them to the UNIQLO app where they could add the item to their wish list. 

Paulene Ong, marketing director of UNIQLO Singapore, said, “This year, we’re proud to celebrate the essence of LifeWear by inviting Singaporeans to view the season’s lineup for the first time ever. We hope to inspire our visitors with the latest "Spring/Summer" lineup and also educate them about the practical beauty of "LifeWear".

In a conversation with MARKETING-INTERACTIVE at the sidelines of the event, Ong said the pop-up reflects the brands commitment to building deeper connections with its community, ambassadors, customers and corporate partners. She also noted that the aim of opening the collection to the public to preview is to highlight the brand's philosophy of "Made for all", positioning its clothing to go beyond age, gender, ethnicity and other defining factors. 

 "We are very grateful for the support of Singaporeans in the past 16 years and want to connect with them in a deeper way by opening up this experience to the public for the first time ever and bring the collection to life by creating a completely immersive experience that showcases UNIQLO 'LifeWear' in an editorial way," Ong said. 

The "LifeWear" range aims to encapsulate the atmosphere of the cities of Copenhagen and Athens, drawing inspiration from Copenhagen's sporty-chic aesthetic and Athens' summer season. To tie it all together, UNIQLO will be releasing its brand new "Round ultra mini bag", a sleek micro edition of the viral "Round mini shoulder bag". 

To bring the collection to life, UNIQLO invited its LifeWearCrew community, the brand's creator partners, to visit the pop-up dressed in "LifeWear" apparel to showcase the various looks. 

Visitors were also among the first to preview and try on online-exclusive sizes of the "UNIQLO : C" collection, delivering their own unique take on everyday wear. For art and graphic tee enthusiasts, the "UT" collection welcomed new exclusive designs celebrating icons such as MoMA Art Icons, NY POP ART and Pablo Picasso.

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Aside from the clothing collection, visitors were able to browse the latest issue of LifeWear magazine and redeem summer-themed gifts such as iron-on patches, designed to decorate UNIQLO clothing pieces. 

In addition, the first 100 visitors daily who came dressed in at least one UNIQLO item could redeem their very own UNIQLO FLOWER bouquet, which included two flowers and one accompanying filler flower of choice, with a complimentary wrapping service.

Visitors could also indulge in specially curated summer-themed treats, made in collaboration with BOMI Cafe, a first in Singapore. 

UNIQLO Singapore has also undergone a social media rebrand in recent times, focusing more on its consumers and storytelling rather than its product. Ong said the rebrand was driven by UNIQLO's desire to build deeper, more direct connections with its community. 

"We believe that to truly embody our LifeWear philosophy, we need to foster a community that shares and resonates with our brand values. This meant shifting to a more engaging two-way dialogue with our community in a locally relevant way and repositioning our channels as spaces for meaningful conversations rather than just product promotion," she said. 

Ong added, "Moving forward, we will continue to strengthen these connections, ensuring our platforms serve as a hub for creativity, conversation and shared values."

Pop-ups have taken over Singapore in recent times. Earlier this year, French luxury brand Louis Vuitton unveiled an experiential Murakami pop-up in Singapore, an exclusive activation in the Southeast Asia region to celebrate the reedition collection between the brand and Takashi Murakami. 

A historic shophouse at 72 Joo Chiat Place was transformed into four distinct zones, including a retail space, cinema, care station and cafe. The pop-up was designed to blend retail, dining and culture, offering visitors an immersive experience into the world of Louis Vuitton x Murakami.

In October last year, Disney+ brought Marvel fans closer to its Agatha All Along series with a unique interactive pop-up. The pop-up, titled "The Witches' Road", was inspired by the Marvel series and offered visitors the opportunity to immerse themselves in the spell-binding world seen in Agatha All Along.

The experience ran for two weeks at Haji Lane and included a range of bewitching activities designed to engage fans and visitors alike and bring the magic of the show to life.

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