UNIQLO x Smart Works

UNIQLO and Smart Works launched a national partnership with Clare Waight Keller as Smart Works Ambassador, supporting women preparing for interviews and returning to work. UNIQLO’s role included donating interview-appropriate clothing across Smart Works’ UK centres, staff volunteering and customer donation activity. 

Sane Seven was invited because the campaign centred real women, not models. The task was to make the partnership visible without making the women feel used by the brand.

That is where Sane Seven added value: knowing how to photograph real people with dignity, style and control, so the brand, charity and women all felt properly represented.

The campaign gave UNIQLO and Smart Works a human way to show what the partnership was really about: confidence, work, access and women being seen on their own terms.