UNIQLO launches ‘The Tale of Peter Rabbit’ collection with JW Anderson
The whole collection can be viewed by scanning QR codes in a digital pop-up book.
UNIQLO released the Peter Rabbit Digital Collection Book on Nov 22, in collaboration with luxury brand JW Anderson. This is part of UNIQLO’s Fall/Winter collection.
The digital pop-up book uses augmented reality (AR) technology to show the collection in 3D, and to bring author Beatrix Potter’s world of Peter Rabbit to life. Buyers can scan a QR code on their phones to see the pop-up book and the collection.
When asked about the collection, designer Jonathan Anderson said that the Peter Rabbit books were the first books he read as a child, and something he considered part of British culture.
The collection has 29 items, made up on ten for women, ten for men, two unisex items and seven accessories.
These include sweaters, jackets, long pants, socks and blankets, among other pieces. Anderson said the collection is meant to feel like “autumn in the British countryside”, to embrace the fall season.
The full collection is available at the UNIQLO Orchard Central Global Flagship store and UNIQLO ION Orchard, as well as online. Other outlets will carry selected items.