The fashion retailer launches its latest digital creation - a social fashion community to showcase the sartorial talent of its fans and customers.

Japanese retailer Uniqlo has launched ‘Uniqlooks', the brand's new fashion community. The site affords customers, fans and visitors the opportunity to populate the global community with images of themselves wearing Uniqlo merchandise in varying combinations. The photographs represent the brand's global audience, whose looks can be voted on by visitors. According to Uniqlo, ‘the most popular looks will be recognized by specialists from a variety of fields such as fashion and design'. We're not yet sure who these specialists are, and if the looks will be recognized in any other fashion beyond selecting and showcasing a ‘look of the week' and its creator.  From our perspective, Uniqlooks seeks to engage fans and brand advocates by making their community both their models and their stylists.

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