Uniqlo joins 'I Love Linen' campaign

By

Lucile Deprez

Translated by
Nicola Mira

Published
Apr 7, 2017

Uniqlo is keen on linen, and wants the world to know it. The Japanese fashion retailer is putting the natural fabric centre-stage in its Paris stores, as part of the second edition of the 'J'aime le lin' (I Love Linen) campaign by CELC, the European Confederation of Linen and Hemp.

Until 5th June, Uniqlo shop windows are showcasing all the various stages in the transformation of linen, culminating in the manufacture of a shirt, as part of the operation to promote this natural, ecological fibre to the general public.

The Japanese retailer has been regularly featuring linen-based men's and women's collections in the spring, so it is only natural for it to host the CELC campaign in its stores. Uniqlo customers will also receive free sachets of linen seeds to plant at home, as a gift to mark the 2017 'I Love Linen' campaign, the second edition of the initiative first launched in 2016.