Since relaunching in the UK in 2005, Japanese basics brand Uniqlo has posed a head-scratching conundrum for fashion-savvy shoppers.
While it's clearly the kind of store that thinks it's cool — the latest ad campaign is fronted by none other than Agyness Deyn, and Jil Sander is its design consultant — the product itself can often tell a very different story.
So while on one hand Uniqlo is a great place to pick up a classic white T-shirt or a bargain-priced bit of cashmere, the rails of bizarrely cut dresses and electric-blue PVC Puffa jackets that sit alongside such items can be a turn-off.
On a recent visit it was a kaleidoscopic range of very amiable basic vests and beach-ready cover-ups that drew me in. Priced at £9.99 they looked and felt great.
There was a lovely pair of turned-up denim shorts in just the shade of sky blue I'd been looking for (£14.99) and a pair of drop-waist boyfriend jeans (£14.99) that were almost identical to the ones Gap does.
Steering clear of the Puffa jackets (I could see them winking at me from the back of the store), I had a rummage through the sale rails and, to my surprise, found a selection of beautifully cut, flannel checked shirts.
If it's simple and affordable basics you're after, Uniqlo is spot on.
With a shopping experience comparable to that of a supermarket, it's a case of spotting the style you're after then heading to that section to seek out the colour and shape you require.
For more fashion-orientated items, a thorough browse is definitely needed.
There are real gems to be found — you might just have to move a few three-armed sweaters out of the way to get to them,
Staff: Helpful and refreshingly smiley.
Changing rooms: Good, basic but clean.
Price: Great value for money, especially on T-shirts and vests.
Quality: Mostly good, though a few dresses and shirts in dubious fabrics.
My pick: Turn-up denim shorts £14.99.
