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Uniqlo, the Japanese apparel brand famous worldwide for basic fashion styles at a good price, is going to open its first store in Italy on September 13 in Milan. The store — 1,500 square meters spread over three floors — will be based in the central Piazza Cordusio, a few steps from the Piazza Duomo. This is the same area in which the American Starbucks opened its megastore in 2018, and it will expand the already existing international twist of Milan. Rumors that have held the Italian fashion market in suspense for months were confirmed on May 30 at a press conference in Milan, where the Uniqlo European team gathered to introduce the Uniqlo concept to the Italian press. “Our concept is ‘LifeWear.’ People must have an attitude, but clothes need to be made for all,” said Yuki Katsuta, head of research and development at Uniqlo. LifeWear is a keyword of the Uniqlo brand’s marketing to the world — a unique philosophy that guides the brand in producing its clothes: excellent rational design, combined with the most innovative production techniques.
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