When museum masterpieces step off the walls and into your wardrobe
What happens when one of the world’s most iconic modern art institutions partners with a fashion giant known for clean-cut basics? The result is UNIQLO × MoMA, a series of capsule collections that turn art history into everyday expression.
From Jackson Pollock’s chaos-on-canvas to Yayoi Kusama’s dots of infinity, these works no longer live only behind glass—they live on your cotton tee, your tote, even your coffee thermos.
A Gallery You Can Wear
This collaboration isn’t just about looking cool—it’s about making creativity accessible, tactile, and personal. Each piece features a curated work from MoMA’s collection, printed with remarkable detail on UNIQLO’s signature UT tees. But here’s where it gets exciting: the collection also extends into the packaging, hang tags, and shopping experience.
• Each shirt comes in a collector-style box mimicking a MoMA museum crate, complete with artwork label, artist profile, and exhibit context.
• QR codes on hang tags link you to a microsite filled with mini art lessons, behind-the-scenes footage from MoMA curators, and styling tips.
• Store displays mimic museum walls, letting you “tour” a gallery with your cart.
One Collection, Four Masterpieces
The latest drop highlights four art titans—each reinterpreted for daily wear:
1. Warhol’s Campbell’s Soup – A nod to pop culture and capitalism, turned ironic fashion statement.
2. Kusama’s Polka Dots – Infinity patterns dance across a unisex oversized tee, mimicking her immersive installations.
3. Mondrian’s Grid – The cleanest lines in art history, brought to life in sharp-cut, color-blocked sweatshirts.
4. Pollock’s Splatter – Controlled chaos frozen in print, embodying abstract expressionism on jersey cotton.
Local Feel, Global Vision
As Tadashi Yanai, CEO of Fast Retailing, once said:
“We want art not to be intimidating, but wearable. Your shirt should inspire questions, not just compliments.”
From Tokyo to New York, Jakarta to Berlin, this collection travels the world as a moving museum, reminding wearers that great art belongs to everyone, not just those who buy tickets to a gallery.
Smart Fashion, Smarter Storytelling
UNIQLO takes it further with their #MuseumInMotion campaign:
• Instagram Reels featuring dancers, skaters, and artists moving in UNIQLO x MoMA pieces to show how “art moves with you.”
• Pop-up art booths in flagship stores where customers can make their own tote bags using famous brushstroke templates.
• Partnership with local art schools for workshops: “Design Your Own UT”.
This isn’t just merchandise, it’s a mobile art movement.
Fashion that teaches. Packaging that explains. A brand experience that bridges generations.
UNIQLO x MoMA proves that a shirt can be more than just style, it can be a statement.
A t-shirt that teaches. A hoodie that inspires. A packaging that informs.
UNIQLO × MoMA isn’t just a collaboration, it’s a movement. One that makes art a part of your everyday life, not just something you pass by in a museum.
Sources :
- https://www.uniqlo.com/us/en/spl/ut/moma-art-icons?srsltid=AfmBOor8wtG2D-VfY1wAcAAH7ZPQOxb-isyqxpMIhrgmQD8cdTsGkeKM&utm
- https://www.fastretailing.com/eng/group/news/2506091630.html?utm_source
Written by Shilvy Hertasi Putri, Management 2024, Public Relations The 19th IMOTION
