Uniqlo’s Kendrick Lamar coup is part of effort to be a serious fashion force

Super Bowl appearance continues the retailer’s vibe shift from slightly boring staples into a raved-about brand

Almost a week on from the Super Bowl, Kendrick Lamar’s half-time performance is still being talked about. In particular, the pair of boot-cut jeans worn by the American rapper as he commanded the stage. But while those came from the luxury fashion brand Celine and cost £830, the scores of backup dancers surrounding him wore a high street label – to be precise, £19.90 oversized T-shirts and long-sleeved tops from Uniqlo.

It is another big coup for the Japanese-founded retailer that has steadily grown its presence on the British high street with 20 stores and counting. For a brand previously seen as a little boring, all beige and greige logoless casual wear, it is quite the vibe shift. It now infiltrates the wardrobes of everyone from gen Z youngsters who love its cargo joggers and cult crossbody bag, to their grandparents who rave about its Heattech thermals and affordable cashmere jumpers.