Clothing chain Uniqlo is preparing to re-open its Oxford Street flagship store later this week, backed by an advertising campaign aimed at a youth audience.

The campaign, titled ‘This Way to Utopia’ features a film series of contemporary dancers performing in a variety of London backdrops. It also includes partnerships with the Tate Modern to sponsor a series of events both at the gallery and in the newly refurbished flagship store.

The flagship store first opened in 2007, becoming the largest space for the brand in the world at the time. Commenting on today’s announcement, John C Jay, Fast Retailing President of Global Creative, said, “London is one of the most diverse cities in the world and a true creative and cultural utopia.

"At UNIQLO, we believe ‘utopia’ is more than just a place; it is a means for self-expression through design, creativity and cultural diversity. We wish to celebrate the special connection we feel with London, which was our first overseas market almost fifteen years ago, and we believe that our new campaign, called ‘This Way to Utopia,' and campaign ambassadors showcase this in the best way possible.”