UNIQLO Singapore’s socials had long relied on global assets—flat lays, non-local models, and visuals that didn’t quite speak to our audience. We wanted to change that.

​

For the 25SS Core Essentials, I led the creative direction on a new suite of lifestyle-driven imagery made just for our market. Inspired by the effortless elegance of summer in the city, we captured candid moments, nostalgic light, and silhouettes in motion—bringing LifeWear closer to how it’s actually worn here: easy, social, and personal.