UNIQLO today launches The Power of Clothing, a celebration of its partnership with Smart Works, the UK charity that supports women into employment through clothing, coaching and interview preparation.
At the heart of the campaign is a powerful new portrait series by acclaimed photographer Sane Seven, spotlighting seven Smart Works clients at a pivotal moment in their journey towards work. Known for intimate, character-driven portraiture and a concept-led approach grounded in advocacy for gender equality, Sane Seven captures each woman with warmth and dignity, championing the person at the centre of the story and the confidence that can be unlocked through opportunity, support and personal style.
The portraits highlight how clothing can help women feel prepared, capable and confident as they take their next step, not as a “before and after”, but as a celebration of individuality, resilience and momentum. Through the campaign, UNIQLO and Smart Works aim to shine a light on the barriers women face when returning to work, and the practical, confidence-building support that helps remove them.
Alongside the portrait series, Clare Waight Keller, UNIQLO Global Creative Director and newly announced Smart Works Ambassador, has curated a UNIQLO workwear wardrobe for Smart Works clients. Designed to be modern, comfortable and polished, the selection brings together versatile pieces that can be mixed and matched easily, supporting women as they prepare for interviews, first days and the routines of a new role.
Clare Waight Keller, UNIQLO Global Creative Director and Smart Works Ambassador, said: “I curated the collection of looks for Smart Works on the basis of building a beautiful wardrobe of items that can be interchanged easily creating multiple outfits.
It was really important to think of all the different sizes heights and shapes of the women that come through Smart Works and how to make them all look amazing.
Giving them the building blocks and essentials of the perfect working wardrobe was something that felt really important to achieve with the collection of pieces.
I think all the women portrayed in these photographs really look beautiful, confident, striking and empowered. I’m truly thrilled to be able to help women feel special in their journey of finding a new role in their career”.
Anna Hemmings, CEO of Smart Works, said: “UNIQLO’s partnership and Clare’s curated workwear collection bring a powerful message, the right clothes can give women the confidence and presence they need to take that next step in their careers. Each look supports our clients not just in interviews but in stepping forward with purpose and self-assurance.”
As part of the partnership, UNIQLO is donating thousands of items to Smart Works wardrobes across the UK, as well as supporting the charity through staff volunteering.