We Melburnians love to boast about our shopping. But for all our laneway boutiques, vintage treasure troves and cute pop-ups, there’s nothing quite like the excitement of seeing one of the world’s biggest brands open its doors in our city.
UNIQLO, welcome to Melbourne. This morning, we visited the Japanese brand’s pop-up shop for the launch of Australia’s first UNIQLO store, opening Wednesday April 16. UNIQLO’s Emporium Melbourne store will spread its new Autumn/Winter range over four floors, spanning over 3000 square metres.
If you’re unfamiliar with the brand, chances are you’ve at least seen UNIQLO apparel on tennis star Novak Djokovic and Aussie golf champion Adam Scott, both global ambassadors. Not simply sporting attire, the brand’s core concept is ‘LifeWear’ – clothes that feel like a second skin. Think quality basics, fine wool, soft cashmere and cotton flannels. We can’t wait to get our hands on UNIQLO’s famous Ultra Light Down vests and jackets. Not only are they said to be unbelievably warm, they also look like an almost unfeasibly stylish version of your regular puffy coat.
Also announced today were the five Australian brand ambassadors, chosen to represent the diverse lifestyles and talent within our city. There’s The Slap actress Sophie Lowe, young sailor Jessica Watson, Cumulus Inc. chef Andrew McConnell, street artist Rone, and fashion blogger Sara Donaldson.
“I’ve been to Japan quite a few times and have been buying UNIQLO for years,” says Rone. “I thought if nothing came of [being an ambassador], at least I’d be able to buy their socks!”
Before the month is out, you’ll see Rone and the other ambassadors as part of UNIQLO’s major advertising campaign.
Photo (from left): Sara Donaldson, Rone, Andrew McConnell, Jessica Watson, Sophie Lowe.