Uniqlo

Uniqlo ferociously attempted to rebrand in 2007, with celeb envoys like Chloë Sevigny, a Terry Richardson advertising campaign and the opening of two new stores on Oxford Street. However, whether Uniqlo is more than simply a Japanese Gap is a case for debate; useful staples - such as the HEATTECH thermal underwear for men and women, the well-cut jeans, graphic T-shirts, and cut-price cashmere and merino wool jumpers and cardigans -are the brand's strong point. However, there's a lot more space in most people's wardrobes for brilliant value cashmere knits, perfectly cut white t-shirts and handy waterproofs than directional fashion pieces that will be out of step with the season in a matter of months. Look out for 2012's collaborations with mumsy florals pedlar Laura Ashley- a peculiar pairing that might just work to the strengths of both labels.