UNIQLO & Cate Blanchett Launch Initiative to Amplify Women's Stories

Global apparel retailer UNIQLO has launched "stories she tells," a new initiative supported by its Global Brand Ambassador Cate Blanchett to provide women with a platform to share their writing, experiences and perspectives with a wider audience. The project aims to encourage self-expression, promote diverse voices and foster meaningful connections across genders and generations through storytelling.

The initiative will feature UNIQLO's first-ever literary magazine, which will publish essays selected through an open call for submissions. The inaugural edition is scheduled for autumn 2027, with "Connection" chosen as its central theme. The publication will explore how personal experiences, shared stories and individual perspectives shape relationships between people and society.

UNIQLO hopes to correct the lack of opportunities which women have traditionally had to share their stories with a broader audience. The project aims to involve readers in reading experiences and perspectives that may not be mainstream.

Key Highlights:

• UNIQLO launches "stories she tells" to amplify women's voices through storytelling
• Its first literary magazine will be released in autumn 2027 under the theme "Connection"
• The University of Tokyo joins as the initiative's first academic partner

UNIQLO's philosophy in the creation of its clothes is called the LifeWear, which aims to help people feel comfortable, confident and free in their daily lives. The company's philosophy of “stories she tells” is an extension to that of clothes, to get people to tell themselves and show themselves through writing and personal stories. UNIQLO envisions providing more opportunities for individuals to connect through written word, with the support of its global retail store network and digital platforms.

Cate Blanchett has been a longtime champion of the representation of a variety of women's voices, and she's right in the middle of the action in this initiative. She will lead the committee that will be selecting essays for the literary magazine. The project is a reflection of her passion to make underrepresented stories and voices more visible in larger conversations.

The first issue will open for submission this winter and selected contributors will be supported in their writing activities and will be given opportunities for mentorship in writing through the initiative. The magazine will also include academic research papers and literary pieces that are related to the theme of connection. These contributions are intended to offer readers views on relationships, culture and society different from their own.

The University of Tokyo is the first University Partner to the initiative. The partnership seeks to integrate academic knowledge and research into the publication and to foster more in-depth conversations about storytelling, inclusion and social experiences. University faculty from the Center for Coproduction of IncluDE will advise on the themes and editorial focus of the magazine. The center will also be involved in the generation of contents of the publication.

To launch the initiative a reading event took place in the UNIQLO booth at the University of Tokyo's General Library. This event was attended by 50 students and speakers from various backgrounds, where they shared their experiences and ideas, and engaged in discussions through storytelling.

After introducing “stories she tells” in Japan, UNIQLO would like to expand the concept in other countries through partnerships with universities. The company will investigate further editions and partnerships to reach more females and to give them an opportunity for their lives to be heard.

The initiative is not about the notion of a single image of a female role model or a specific definition of success; its purpose is to show the variety of women's lives and experiences. The stories will be authored by women, but UNIQLO aims to have it seen by readers from all genders, fostering greater understanding, conversation, and connection through shared experience.