At the launch of 2013 Fall and Winter collection, UNIQLO introduced a new philosophy called “LifeWear”; clothes for a better life for everyone. We were asked to introduce this new philosophy to both existing and new customers around the world.

We created an app, UNIQLO RECIPE. By collaborating with 6 emerging chefs, we created 24 original recipes inspired by LifeWear philosophy. Using everyday ingredients and common cooking techniques, each recipe is easy to prepare and can be shared on SNS. Many people share photos of what they cook and eat through SNS, so we aimed to spread UNIQLO RECIPE based on this user behavior.

As a result, UNIQLO RECIPE was selected as “App Store Best of 2013” by Apple in 9 countries and ranked No.1 in Food & Drink category on the App Store in 29 countries including the US.

Globally, customer preferences are shifting from formal "fine" dining to casual comfort food. There is a similar trend in fashion, away from high-end looks to casual comfortable styles. So we highlighted the link between UNIQLO and everyday life by focusing on food.