The Japaneses conquer London

Japanese retailer Uniqlo is taking over the UK high street with its edgy mix of affordable yet trend-led collections and on November 7, it will step up the assault as it opens two new stores on London's Oxford Street. Hip Hop artist Dizzee Rascal will play a live set as the 25,000 square-foot flagship store opens its doors at 311 Oxford Street, while a smaller store will launch simultaneously at 170 Oxford Street. The design of each reflects modern Japanese retail culture – but with a London twist, according to Masayuki Nagatake, ceo of Uniqlo UK. "Designed uniquely for Londoners, the emphasis is on innovation and exceeding customer expectations," he explains. "The original building and structure have been incorporated in the architectural interior, designed to be a landmark." And Uniqlo's big plans for the UK certainly don't stop there. In conjunction with its store launches, the label has created a special cashmere collection with colour specialists Pantone and will shortly debut its Uniqlo People ad campaign, which features Samantha Morton, stylist Katy England, musician Bobbie Gillespie and Skins star Nicholas Hoult.