Everyone knows that if you want to up your “cool” factor, you bring in Olivier Zahm. This strategy was not lost on UNIQLO, who appointed the Purple Diary editor as visual director for its newest campaign. Lensed by art-world darling Ryan McGinley, the ads spotlight the brand’s significantly broadened silk and cashmere range (think 330 colorways and patterns for him and her), which is available from today in stores and online. Chloë Sevigny, Lily Donaldson, and McGinley himself don UNIQLO’s latest wares while posing against simple pastel backgrounds—a visual approach that Zahm felt would convey both the simplicity and sensuality of the materials. Catch the ads’ debut here, exclusively on Style.com.
—Nick Remsen
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