Retail in Asia

In Trends

BTS x Uniqlo collaboration


Expect long lines, and perhaps a stampede, at Uniqlo stores around the world as the Japanese company debuts a capsule collection with K-pop supergroup BTS.

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Called BT21, the range features a series of T-shirts printed with emoji-like characters designed by the seven members of the band.

The band members came up with eight cute characters, including Cooky, a “pinkish tough bunny”, and Chimmy, a yellow puppy, each inspired by their own personalities.

Earlier this month, Uniqlo’s collaboration with American graffiti artist Kaws sent Chinese customers into a frenzy as they mobbed Uniqlo stores in China to get their hands on the coveted T-shirts.

Uniqlo is not new to collaborations. From high-end designers such as JW Anderson and Christophe Lemaire to fashion insiders such as Carine Roitfeld and Inès de la Fressange, the company has followed in the footsteps of high-street retailers such as H&M, which pioneered the high-low collaboration model with late Chanel designer Karl Lagerfeld almost two decades ago.

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This is the first time that Uniqlo has teamed up with a K-pop act and this is also a first for BTS, whose members tend to wear luxury labels such as Saint Laurent, Gucci and Dior, both on stage and off duty.