UNIQLO

As UNIQLO prepared to unveil its Fall/Winter collection and introduce newly appointed Creative Director Clare Waight Keller, the brand faced a challenge in the Canadian market: how to generate meaningful editorial impact during the noise of New York Fashion Week. In an increasingly selective media environment, securing high-calibre organic coverage required more than attendance.

MacIntyre Communications curated an exclusive New York Fashion Week press experience for four leading Canadian editors, ensuring every interaction was intentional and story-led. Working closely with FASHION Magazine, The Kit, ELLE Canada/Québec, and Gent’s Post, the team developed tailored angles aligned with each outlet’s audience from trend-driven runway coverage to storytelling designed for a male readership. By pairing insider access with strategic narrative development, the experience translated UNIQLO’s evolving creative direction into coverage that felt both elevated and authentic. The program secured five major media placements and generated over 4.6 million traditional impressions nationwide.