Just in time for Mother’s Day, UNIQLO has teamed up with London creative agency Mother to launch a limited “LOVE, MOTHER | 妈妈爱你” UTme! collection. At select stores across China, shoppers can use the UTme! app to create custom T-shirts with images and messages to show love for their moms.
Mother, founded in 1996, is known for bold, thoughtful campaigns. In 2017, the agency made headlines with a giant inflatable breast installed on London streets to challenge stigma around breastfeeding. This year, it works with UNIQLO to turn love from moms—or anyone with a motherly role—into something people can wear and keep.
UTme! is UNIQLO’s customizable T-shirt app, and UTme! design workshops are also available at select stores. It’s simple to use: customers can doodle, upload photos, or shake their phones to add effects like blur or mosaic to create their own T-shirt design. They can then share their creations online or buy them in-store for about 120 RMB (around 16.50 USD).
This isn’t UNIQLO’s first creative Mother’s Day push. In 2023, the brand ran a print ad in The Asahi Shimbun featuring a conversation between Chibi Maruko-chan and her mom. The dialogue appeared on pages 6 and 23—seemingly far apart, until readers removed the pages in between and saw the bond come together. This year’s “LOVE, MOTHER” project carries that spirit forward, honoring the strength and warmth that define maternal love.
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