UNIQLO today unveiled plans to relaunch its global flagship store at 311 Oxford Street with This Way to Utopia, a celebration of the vibrant London scene, as well as its ambition for the store to become a cultural hub through partnerships with Tate Modern and NTS Radio. The renovated store will open at 8am on 18 March. At the forefront of the campaign are six Cultural Ambassadors, chosen by UNIQLO because they reflect the creativity, positivity and diversity of London in 2016: UK born fashion designer and blogger Hana Tajima; rapper, songwriter and producer Skepta (pictured above), transgender model, activist and DJ Munroe Bergdorf; DJ and record producer Benji B; filmmaker Sean Frank; and London-based photographer Cate Underwood.

The renovated global flagship store will house new collections from Liberty London, which is being sold at 311 Oxford Street on 18 March ahead of other UNIQLO stores around the world as a celebration of London’s culture. The UNIQLO X Hana Tajima collection will be available for the first time in the UK exclusively at 311 Oxford Street, and the last UNIQLO and Lemaire collaboration line will go on sale from the date of the flagship launch in stores across London.

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