My Paris Stories
My Concierge Told Me

You can still say it better!

Hundreds are queuing up inside the  Uniqlo shop in Paris since it’s opening this morning to get a piece of the new winter collection designed by Jil Sander. And this is, I guess, just the price to pay if you do not want to spend a lot of money for good design. It’s already the third time that the Japanese retailer Uniqlo asked Sander to do a collection. And I have to say her elegant sharp cuts and simple clean aesthetics are fitting perfectly in their philosophy: „It doesn’t matter who you are or where you live, Uniqlo makes clothes that transcend all categories and social groups.“

They call it the “Made for all”. It sounds great and it brings a lot of money, I guess, when “clothes are made for all, going beyond age, gender, occupation, ethnicity and all the other ways that define people.”  The funny thing is, their clothes are so tiny that only anorexic Parisians fit in. Try a "small" and you will fall into depression. But with Charlize Theron and Orlando Bloom as global brand ambassadors, the whole strategy will probably work out perfectly.

The jackets, coats and pants are looking great on photos. But if their clothes are nice, their marketing is even better. Take this sentence and let it melt in your mouth: “Clothing says a lot, but you can still say it better.” Something further to add? No, nothing, no comment.

Japanese actress Tyoko Yonekura displays a jacket and pants. Photo: Yoshikazu Tsuno (AFP)