After the virtual influencer Ama, chief decision scientist of the brand PH5, it is the turn of the Japanese group Fast Retailing to nominate, on Monday, a manga character to relay Uniqlo's environmental approach to the public.

By Ludmilla Intravaia

Who better than a time traveling robotic cat to project itself into the future of a more sustainable fashion? On Monday, in Tokyo, the Japanese group Fast Retailing, owner, among other brands, of Uniqlo, announced that it had appointed Doraemon, the Japanese manga character, as "Global Sustainability Ambassador" (images below : © Uniqlo).

In its new professional role, Doraemon will switch to “Sustainability Mode” and swap his famous blue outfit for a green one. The Uniqlo ambassador will be tasked with showcasing, in an educational and fun way, the sustainable activities of the Japanese brand, both in its stores and on the internet.

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Une publication partagée par UNIQLO Global (@uniqlo)

Will Doraemon have the opportunity to meet Ama to discuss the environmental responsibility of brands with her? The American brand PH5 has, in fact, preceded Uniqlo, by appointing a virtual influencer as “chief decision scientist” last February, in order to relay its approach in favor of the environment to the public (more info in this Boudoir Numérique article).