What I think is interesting about this (very decorative, and as you say, mid-90s 'clean') series is that it's one of the best examples of how reflexive fashion imagery has become. Photographers putting themselves in their own pictures -and thereby meditating on their own celebrity (Terry being one of the best examples, of course)- and stylists, curators being the subjects/celebrities.

When you actually know a few of the people pictured, it's hard to take a view. You find yourself saying "oh, isn't that a good shot of Cecilia?" and so on. But tell me eucinpyos, is this actually interesting to people that don't work in the industry? The real question a cultural critic ought to be asking is: where is this leading?

Have you seen that Uniqlo have also created an in-house magazine that is being made available in its millions (literally) and disseminated via their multitude of global outlets? I've attached a pic of a spread from one of the shoots Nicola Formichetti did for it with the props/set builder Gary Card.

I have a copy of the magazine that someone incidentally left on the top of the plastic trash bin outside of my girlfriend's place in NY, how convenient! And eco-friendly!

In regards to how non-industry, or even scenester [with the NY cool kids story], would perceive it... well, I actually think that the Art Director[s] behind the strategy for UNIQLO's International campaigns are doing an excellent multi-tier job.

First, they appeal to their main target, the general population, by showing pictures of what to the usual person might appear like a regular person, and not just a sterotypical fashion model--which might seem like an odd move considering the somewhat standard belief that presenting your clothes on current ideals of beauty will sell more.

Then they get the industry folks into it by having them or their peers in it. And to top it off they get all the stereotypically cool looking kids in it that will reach another type of audience. Kind of like three birds with one stone.

It's ridiculously smart and considering the prices the store offers, they're on the way to becoming serious competition for other major medium level designer giants, at least in the US. For Americans, I think, their whole way of doing things is really, really new to most people.

The next campaign sounds like it's going to be pretty interesting as well. A menagerie of Asian popstars, creative people, and a few big models to top if off. Shot under the bright HMI spotlight of Miguel Reveriego, and I believe Nicola did the men's stylist again this season? I once did looks with Nicola in Tokyo for UNIQLO, maybe a year ago, and it was a lot of fun. A little hot. But a lot of fun!

...do pardon me , the concept sounds like .... the idea of an 'ordinary' mail catalogue with 'ordinary' everyday life models...but all in all elevated to a 'higher level ' and ' a higher 'state of the ART'.....and as for the brand...somehow I tend to get (against my better judgement)...a kind of ' deja vu'.. the Benettons and the likes coming from the US...but then again it could be my imagination going....too bland...:):)

bland, perhaps, but intended for a mass market. there's less of a sense of hyperreality and more a feeling of accessibility which can only be good ultimately, for the brand's sales.

gary card rules

agreed, there's no one out there like gary right now...he's got a seriously unique vision.

The campaign I spoke of is up, www.uniqlo.com

Refresh main page for all images.

Looks nice!

Actually, uniqlo.jp has the whole lookbook up.

Both websites use Flash very, very well. Does anyone know who does the design?