MY UNIQLO EXPERIENCE
Inside the Edinburgh Uniqlo store where the People’s Campaign images have been displayed.
As someone who tends to be behind the camera instead of in front of it, the invitation from Leith-based Stripe Communications to join Uniqlo's People Campaign was both unexpected and exciting. Their interest in showcasing Edinburgh's vibrant creative community was evident from the start, and I was thrilled to be a part of it as model for the day.
During the shoot at Leith Theatre.
The campaign's aim was clear: to spotlight creatives and local businesses in Edinburgh who are pushing boundaries and contributing to the city's rich cultural tapestry. From the initial conversation with Stripe Communications and Uniqlo, it was evident that they understood the significance of places like Leith Theatre, a cultural gem with a storied past. Learning that their own connection to the theatre dated back to their grandparents' youth only reinforced the sense of shared history and importance for protecting its future.
Uniqlo's commitment to integrating with the community was undeniable throughout the campaign. From the Scottish production team to the local photographer, Craig R McIntosh who was already familiar with Leith Theatre, every aspect felt deeply rooted in Scottish's identity. Even the journey from the theatre to Stripe Communications' meeting space on a barge by the shore felt like a meaningful connection between the campaign and the local environment.
Spotting Uniqlo’s arrival in Edinburgh.
On the day of the shoot, despite my initial nerves, the team's professionalism and warmth put me at ease. Their genuine interest in Leith Theatre’s story and the building itself created a collaborative atmosphere that allowed me to enjoy being photographed by the team and made the experience memorable.
As the countdown to the store opening began, Uniqlo's presence in Edinburgh became increasingly visible, with branded trams heralding the arrival of the big day. Visiting the store for a sneak preview only heightened my excitement, as I witnessed first hand their dedication to partnering with local organisations and businesses to create a unique shopping experience that seamlessly blended Japanese and Scottish influences.
Cutting the ribbon to mark the opening of the new store on 26 April.
Spotting myself among the displays of local faces inside the store was a surreal moment, a testament to the campaign's success in capturing the spirit of Edinburgh's creative community. And being invited to take part in the Sake Barrel Ceremony during the opening party was a truly special honour, symbolising new beginnings and hope for the future. The party was spectacular, offering an opportunity to connect with fellow members of the campaign and share the unique story of Leith Theatre. And let’s not forget the incredible music provided by the Kinnaris Quintet, who have graced the Leith Theatre stage in the past and created a special atmosphere once again.
As I reflect on the entire experience, I would like to say thank you to the Uniqlo and Stripe Communications teams, whose passion and dedication brought this campaign to life. Their commitment to celebrating community and creativity aligns so closely with our own values and it’s not every day that Leith Theatre gets to shine on an international fashion stage! I am proud to have played a part in welcoming Uniqlo to Edinburgh and I’m certainly pleased that I’m now sat writing this blog in head-to-toe Uniqlo and feeling extra-fashionable – thanks Uniqlo!
Read From Tokyo to Edinburgh on the Uniqlo website.
Aisha Fatunmbi-Randall