Uniqlo Expands Campaign to Use Power of Clothing to Bring ‘Peace for All’

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</li> <li class="nav-item"> <button id="btn-search" class="btn text-white mr-2 ml-1" data-toggle="tooltip" data-placement="left" title="Search the Site"> <span class="fas fa-search"></span> </button> </li> </ul> </div> </div> </nav> <nav class="app-nav navbar navbar-expand-md navbar-light bg-light"> <div class="collapse navbar-collapse container"> <ul class="navbar-nav mr-auto appnav-left"> </ul> </nav> <main> <div id="app"> <div class="container py-3"> <div class="row mx-0"> <div class="col-md-8 col-sm-12 pr-4"> <div> <div class="channel-badges"> <a href="https://sustainablebrands.com/channels/marketing-comms" class="editorial-channel"><span class="story-channel-flag">Marketing & Communications</span></a> </div> <h1 class="pb-2"> Uniqlo Expands Campaign to Use Power of Clothing to Bring ‘Peace for All’ </h1> <div class="content"> <div class="lede-in"><p>The brand has partnered with renowned photographers from Magnum Photos to bring the stories and impacts of its Peace for All campaign to exhibitions in 10 cities.</p> </div> </div> <div class="byline"> Sponsored Content | / This article is sponsored by <a href="https://sustainablebrands.com/brands/suscom">SUSCOM</a> | By <a href="https://sustainablebrands.com/brands/suscom">SUSCOM</a> | Published 5 days ago | About a 5 minute read </div> </div> <div class="story-hero-detail home-hero-content align-items-end"> </div> <div class="byline"> Image: <strong>Images from the Global Photo Exhibition – Peace for All in Hiroshima</strong> | SUSCOM </div> <div class="d-flex flex-wrap mt-2"> <div class="col-sm-1 px-0 mb-3"> <div id="social-links"><ul><li><a href="https://www.facebook.com/sharer/sharer.php?u=https://sustainablebrands.com/read/marketing-comms/uniqlo-campaign-clothing-peace-for-all" class="social-button " id="" title="" rel=""><span class="fab fa-facebook-square"></span></a></li><li><a href="https://twitter.com/intent/tweet?text=Uniqlo+Expands+Campaign+to+Use+Power+of+Clothing+to+Bring+%E2%80%98Peace+for+All%E2%80%99&url=https://sustainablebrands.com/read/marketing-comms/uniqlo-campaign-clothing-peace-for-all" class="social-button " id="" title="" rel=""><span class="fab fa-twitter"></span></a></li><li><a href="https://www.linkedin.com/sharing/share-offsite?mini=true&url=https://sustainablebrands.com/read/marketing-comms/uniqlo-campaign-clothing-peace-for-all&title=Uniqlo+Expands+Campaign+to+Use+Power+of+Clothing+to+Bring+%E2%80%98Peace+for+All%E2%80%99&summary=The+brand+has+partnered+with+renowned+photographers+from+Magnum+Photos+to+bring%0D%0Athe+stories+and+impacts+of+its+Peace+for+All+campaign+to+exhibitions+in+10%0D%0Acities." class="social-button " id="" title="" rel=""><span class="fab fa-linkedin"></span></a></li></ul></div> </div> <div class="col-sm-11 px-0"> <div class="content"> <p>Japanese casual clothing brand <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.uniqlo.com/us/en/"><strong>Uniqlo</strong></a>, operated by <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.fastretailing.com/eng/"><strong>Fast Retailing Co., Ltd</strong></a>., has expanded its <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.uniqlo.com/jp/en/contents/sustainability/peace-for-all/"><strong>Peace for All</strong></a> charity T-shirt project, launched in 2022, in a powerful way. In September and October 2024, the label partnered with renowned international photographic cooperative <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.magnumphotos.com/"><strong>Magnum Photos</strong></a> to hold photography exhibitions in 10 cities around the world. In <strong>Japan</strong>, the exhibitions took place in <strong>Tokyo</strong> and <strong>Hiroshima</strong>, a city that epitomizes the desire for global peace.</p> <h3>A T-shirt with the power to spread peace</h3> <p><img src="https://sb-file-storage.s3.us-west-2.amazonaws.com/2024/11-Nov/uniqlo-peace-shirt.jpg" alt="" /></p> <p>With its motto of “It’s time for action, in the name of world peace,” the Peace for All project asks well-known figures who share this vision to voluntarily provide their own personal peace message, which is then designed onto a T-shirt and sold for charity. Fast Retailing donates all the profits from the T-shirt sales (approximately 20 percent of the retail price) to three humanitarian organizations — the <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.unhcr.org/us/"><strong>United Nations Refugee Agency</strong></a> (UNHCR), <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.savethechildren.org/"><strong>Save the Children</strong></a> and <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://plan-international.org/"><strong>Plan International</strong></a> — to help support their activities (5,240,022 T-shirts have been sold and ¥1,668,037,500 donated through August 2024).</p> <p>In Fall 2024, a new project called the <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.uniqlo.com/jp/en/contents/sustainability/peace-for-all/event/magnum/"><strong>Global Photo Exhibition – Peace for All</strong></a> was launched by Uniqlo’s Peace for All team together with Magnum Photos so that people could see for themselves the difference they were making, and the kinds of people their action was benefiting around the world through simply buying and wearing a T-shirt. Three renowned Magnum photographers visited several locations around the world to depict the innate strength of people living in difficult circumstances and capture moments of Peace for All-funded activities from their own perspective. Those images have been turned into T-shirt designs to generate fresh donations, and also compiled into the first ever Uniqlo global photo exhibition.</p> <p>We caught up with <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.linkedin.com/in/sherba-eiko-879b251b/"><strong>Eiko Sherba</strong></a>, Uniqlo’s Director of Global Marketing, at the Hiroshima photo exhibition.</p> <h3>Leveraging the combined power of clothing and images</h3> <p>“We felt we hadn’t fully illustrated how financial donations raised through Peace for All were actually being handled by people on the ground, and how things were progressing overall,” Sherba explained. “So, we enlisted the help of Magnum Photos — which documents local scenes through iconic images and authentic storytelling — and created a photo exhibition that conveys our underlying approach and the actual physical support activities themselves.”</p> <p>The exhibition showcases 63 photos from three Magnum photographers: <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.magnumphotos.com/photographer/cristina-de-middel/"><strong>Cristina de Middel</strong></a>, <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.magnumphotos.com/photographer/olivia-arthur/"><strong>Olivia Arthur</strong></a> and <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.magnumphotos.com/photographer/lindokuhle-sobekwa/"><strong>Lindokuhle Sobekwa</strong></a>.</p> <p>“Rather than simply document the humanitarian aid site, these vivid photos taken by Cristina, Magnum Photos president, in <strong>Vietnam</strong> depict the children’s rich expressions,” Sherba said. “Olivia, the previous Magnum Photos president, photographed children in <strong>Romania</strong> who had fled from <strong>Ukraine</strong>. Her impressive photos shot in a custom-made studio skillfully highlight the children’s imagination and the gentle attention of the therapy dog offering mental health solace.</p> <p>“Lindokuhle took photos of the refugee camp in <strong>Ethiopia</strong>. His photos don’t simply evoke a sense of sadness about the daily lives of refugees, but instead express the inherent strength of the people living there in terms of their determination to maintain precious family ties and their will to survive and thrive even in difficult circumstances. They are messages of hope, dreams, and resilience.”</p> <p><img src="https://sb-file-storage.s3.us-west-2.amazonaws.com/2024/11-Nov/uniqlo-peace-exhibition.jpg" alt="" /></p> <p>Apparently, this first exhibition was the result of a chance encounter with De Middel.</p> <p>“When Cristina participated in the Peace for All project in 2023, she mentioned how wonderful she thought the project was and how Magnum often took photos in the places that need humanitarian aid,” Sherba explained. “She suggested getting professional Magnum photographers to visit different frontline sites to create a unique record of those activities. The end result was this great exhibition, which has enabled us to combine our power of clothing and Magnum’s power of pictures to convey our common desire to change the world.”</p> <p>'Our responsibility as a global company'</p> <p>According to <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://www.unhcr.org/us/news/press-releases/unhcr-warns-against-apathy-and-inaction-amid-spike-forced-displacement">UNHCR</a>, forced displacement continues to rise — with over 120 million persons around the world having been forced to flee their homes due to conflict, persecution, war and oppression. Uniqlo began providing support for refugees in collaboration with UNHCR in 2006 and signed an official global partnership with the organization in 2011.</p> <p>“In the early days, we offered clothing aid; but as the number of <a href="/read/collaboration/alight-helps-displaced-people-businesses-can-become-allies">refugees worldwide</a> surpassed 100 million, we asked ourselves if there was anything more that Uniqlo — with its unique skillset — could offer,” Sherba said. “The Peace for All project was one idea about which our company president, <a rel="noopener noreferrer" target="_blank" class="link-external" href="https://en.wikipedia.org/wiki/Tadashi_Yanai"><strong>Tadashi Yanai</strong></a>, was passionate. He was determined to donate all the profits from the T-shirt sales, which is a considerable commitment for a private company. I think our earnest commitment has been effectively conveyed to our collaborative partners and customers.”</p> <p>We asked Sherba about the thinking behind the Peace for All project motto: “It’s time for action, in the name of world peace.”</p> <p>“In a sense, this is our responsibility as a global company,” Sherba emphasized. “Clothes are an indispensable daily commodity, and our company can only operate effectively in a safe and peaceful society. We have to take positive action as a company to help create and maintain such a society — and to conduct business that, in turn, benefits society at large. It is vital that we continue to do everything we can to encourage peace. That has always been our view, and I don’t think it will ever change.”</p> <p>Some issues cannot be solved by one company, but there are always things that a single company can do. 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Uniqlo Expands Campaign to Use Power of Clothing to Bring ‘Peace for All’ | Sustainable Brands