Is Uniqlo’s message sent by Superman and Louis Lane?
This appeared on Facebook some time today, the start of what is called Circuit Breaker, in response to the increasingly critical situation brought on by the COVID-19 outbreak. The Circuit Breaker (unlike most, we will not use the abbreviated form, so as to edge to the side of propriety) will change the entire local retail landscape, and Japan’s Uniqlo, which, in 2019, ranks 8th in terms of retail sales worldwide, won’t escape the clutches of the business havoc the coronavirus will wreak. Despite the closure of all physical stores on the island, Uniqlo saw it necessary to send a positive message to its customers and followers: “Our stores may be closed for now, but our support for you, our staff and the entire Uniqlo community has not.”
The succinct and optimistic message is accompanied by an illustration of a couple in a classic nan zuo nu you (男左女右 or man on the left, woman on the right) positioning, with their backs facing the viewer. Together with the caption, “We’re Here For You”, it is not unreasonable to assume that Uniqlo is telling us they’ve got our backs covered, but what caught our eyes is the red cape of the male. Could this be the Man of Steel (the blue, skin-tight sleeve also corresponds to the Krptonian’s crime-fighting costume), and if so, is Superman’s arm protectively around his “primary” love interest, Lois Lane, the Daily Planet journalist who married the superhero in 1996?
There is something comforting about this image. Curiously named Secret 7s, it made an earlier appearance: on the cover of Uniqlo’s debut in-house magazine LifeWork (Fall/Winter 2019), and is drawn by Copenhagen-based British illustrator, Adrian Johnson (not, to our knowledge, related to Boris). In fact, it was seen even earlier, as part of the sleeve artwork of the catchy Beck-ish 2015 single The Less I Know the Better by Tame Impala, a psychedelic-pop project of Australian musician Kevin Parker, whose stylo-retro-ish music and videos are a neat fit with the artist’s Procreate-rendered picture. Mr Johnson’s simple yet striking, colour-blockish pieces have appeared in The New Yorker and Monocle,and in the marketing communications of brands such as Stussy, Norse Project, and the Japanese fashion label and retail store Tomorrowland.
As much as we are aware, Mr Johnson has not identified the two individuals of his art. Named or not, a superhero is a symbol of hope, beacon of strength; a graspable certainty that we will triumph over evil, which COVID-19, as the most destructive villains go, definitely is.