Uniqlo came to Refinery29 with the objective to push its denim offering. But to position their denim in a more directional way while showing the array of styles on offer.

We created a series of GIF’s showcasing their denim all aligned to different styles of the season. We shot this story with iconic fashion photographer, Claire Rothstein of Girls Girls Girls - the focus of the GIFs were to be short, snappy, eye-catching and something you watch again and again with a focus on social first. On site, each outfit was accompanied with styling tips to make the content have a more practical offering.