UNIQLO, the global apparel retailer, has launched its Spring-Summer 2025 campaign titled ‘Life in Linen,’ starring Bollywood icons Kareena Kapoor Khan and Sidharth Malhotra. The campaign highlights the brand’s Premium Linen Collection, designed to offer comfort and style as the summer season approaches.
The ‘Life in Linen’ campaign focuses on the versatility and elegance of linen, making it the ideal fabric for warmer weather. Through two separate films, the campaign features Kareena and Sidharth in various settings, showcasing the effortless beauty of linen in daily life.
Kareena Kapoor Khan’s Life in Linen
In her film, Kareena Kapoor Khan dons a UNIQLO Premium Linen shirt, demonstrating its lightness and comfort. Whether enjoying morning sunlight at home, shopping for flowers, or having a relaxed picnic with friends, Kareena showcases how the linen shirt is the perfect choice for everyday elegance. "Linen is a staple in my wardrobe, especially during the hot, Indian summer. I love how it keeps me cool and comfortable and is perfect for Mumbai’s weather. UNIQLO’s Premium Linen Shirts are versatile and perfect for my everyday routine," she said.
Sidharth Malhotra’s Life in Linen
Sidharth Malhotra’s campaign video captures his dynamic and easygoing lifestyle, where comfort meets style. The film opens with Sidharth pulling back his blinds to let in the morning light, followed by various moments, including a jog with his dog and hanging out with friends. The breathable linen fabric takes centre stage, adapting perfectly to his active day. "Summers call for fabrics that are breathable, comfortable, and stylish, and Linen never lets me down. The UNIQLO Premium Linen Collection keeps me both comfortable and looking effortlessly sharp, making it perfect for any occasion," Sidharth shared.
UNIQLO's Commitment to Quality and Versatility
Nidhi Rastogi, Marketing Director at UNIQLO India, stated, "Summers and linen are the perfect match. With the ‘Life in Linen’ campaign, we aspire to highlight the quality and breathability of our linen collection – an essential for the season no matter the occasion. Made with 100% European premium linen, this product is a great reflection of UNIQLO’s LifeWear promise of quality and timeless appeal."
The campaign also showcases Kareena in the Premium Linen Shirt, Linen Cotton Tapered Pants, and Linen Blend Easy Pants, while Sidharth is seen wearing the Premium Linen Shirt, Linen Blend Shorts, and Linen Blend Relaxed Pants. The film seamlessly transitions from serene moments, capturing the ease and sophistication of linen in everyday life.
The 30-second films will be available on various digital platforms, in print, outdoor advertising, and in-store displays. The Premium Linen Collection is now available at all UNIQLO stores and online at UNIQLO.com.
