Skepta has been named a cultural ambassador for Uniqlo. The British rapper (and Drake favorite) was one of six selected to be part of the Japanese brand's new campaign called This Way To Utopia, which celebrates London's culture scene. He joins fashion designer Hana Tajima, transgender model Munroe Bergdorf, filmmaker Sean Frank, photographer Cate Underwood, and BBC Radio 1 DJ Benji B.
“London is one of the most diverse cities in the world and a true creative and cultural utopia,” John C Jay, President of Global Creative for Fast Retailing, the company that owns Uniqlo, said in a statement. ” At Uniqlo, we believe ‘utopia’ is more than just a place; it is a means for self-expression, through design, creativity and cultural diversity. We wish to celebrate the special connection we feel with London, which was after all our first overseas market almost fifteen years ago, and believe that our new campaign, called This Way to Utopia, and campaign ambassadors showcase this in the best way possible.”
The new campaign was produced by Faster Horses, a creative partnership founded by creative directors Sam Walker and Joe De Souza, and was shot by Rankin. It's part of the reopening of Uniqlo's Oxford Street store in London on March 18, plus partnerships with the Tate Modern and NTS Radio.