The “New U” campaign embodies GU’s MINI edit MAX product philosophy, offering a curated selection of easy-to-mix-and-match pieces that deliver maximum style and quality at affordable prices. Ruth Bernstein, CEO of YARD NYC, highlighted the flexibility of the brand’s approach, explaining, “GU gives you the freedom to constantly reinvent yourself through style. The product philosophy offers style options that can be put together, pulled apart, mixed, and matched to create new versions of yourself.”
The “Tokyo Meets Soho” launch event plays on the intersection of these two constantly evolving cities. According to Ulrika Karlberg, Chief Creative Officer at YARD NYC, “We were inspired by the intersection of two places that constantly reinvent themselves. Our art direction combines the best of Japanese design principles and magazine culture to create a unique expression that feels both digital and analog at the same time.”
