Mother Shanghai Partners with UNIQLO to Design Mother’s Day Collection

Creative agency Mother Shanghai has partnered with global apparel retailer UNIQLO to design a Mother’s Day collection of T-shirts and tote bags available on UNIQLO’s UTme! platform.

Titled 'Love, Mother', the collection is a playful look at some of the traditional ways that maternal love is shown in China. The collection features eight original designs that bring to life recognisable things mothers do: From peeling endless eggs to constantly proffering hot water bottles to protecting their children’s spirits with jade amulets - each design is an expression of the different little ways that love is conveyed through a mother’s hands. The visuals are accompanied by a line of copy that reads: 'Never Stop Needing Mama’s Love'. By turning these little expressions of love into fashion statements, the aim with this project is to artfully reframe the cultural narrative - turning instances of what could be perceived as overbearing into beautiful little moments of love to be celebrated.

Winson and Wanshi, partners of Mother Shanghai said, “This collaboration is deeply important to Mother Shanghai on so many levels. Not only do we get to work with a brand we admire, we get to flex our own creative capabilities, delve into the fashion world, and, of course, celebrate mothers everywhere for all they do. We hope people enjoy getting creative with the designs and making their own personal ode to their mother.”

Known for ideas that shape culture, Mother’s latest venture with Uniqlo is a true example of the brand’s love of using creativity to reach the hearts of people. This design collection uses humour, humanity, and the shared cultural experiences that most children in China have at some point experienced. The result is a collection that simultaneously pokes gentle fun at tradition and celebrates it.

The set of designs will be added to the UTme! collection launch on 28th April 2025, at which point customers will be able to visit 14 UNIQLO retail locations throughout China, including its flagship store in Shanghai, to use these designs to print their own customised T-shirts and tote bags.

The global apparel retailer UNIQLO is well-known for its partnerships with brands and individual artists, including Pokémon, Disney, and The Museum of Modern Art (MoMA), to name a few. The “Love, Mother” collection is UNIQLO’s first-ever local collaboration with Mother Shanghai and Mother Shanghai’s first ever range of clothing to hit the high street