Japanese fashion brand GU is expanding its footprint into the West with a multifaceted advertising and marketing initiative created by YARD NYC to launch its new flagship store at 528 Broadway in the heart of Soho on September 19. The Uniqlo sister brand, GU (pronounced as the letters G and U), is showcasing its curated fashion line through an omni-channel “New U” brand campaign and a 4-day event for New Yorkers as “Tokyo Meets Soho.”
Understanding that its audience craves intentionality, “New U” is representative of GU’s new MINI edit MAX product proposition, a thoughtful curation of fashion trends with easy-to-mix-and-match pieces that prove you don’t need more while encouraging experimentation and reinvention. This as well as classic Japanese fashion magazines and NYC’s Village Voice inspired the creative by Yard NYC, which has a cut-out, sticker style that feels like a fun formula of curated items you can easily put together to create your unique style. The radial images and OOH posters that repeat “&U, &U, &U” visualise the limitless possibilities for creating a “New U” with MINI edit MAX, while the use of “U” helps new consumers pronounce “GU.”
