ILLIT Joins Forces with UNIQLO in Fall Knitwear Campaign
UNIQLO just dropped their newest web commercial for the fall season, and it stars none other than ILLIT—the rising five-member K-pop girl group. Released on September 29, the campaign highlights the brand’s unique ‘Soufflé Yarn’ knitwear, with each member bringing her own flair to the ultra-soft styles.
Soft Launch: What Is ‘Soufflé Yarn’ Anyway?
The commercial leans into the texture of the knit, starting playfully with Mocha’s “funi” and Minju’s “fuwa,” Japanese onomatopoeia for softness. Iroha and Yunah chime in with the Korean equivalent, puksin (푹신), creating a K-pop-meets-ASMR moment that feels like being wrapped in a cloud. Spoiler: it ends with Wonhee delivering the full, fuzzy combo—“funi, fuwa, puksin”—before a cozy group hug seals the deal.
From Runway to Reality: ILLIT’s Fashion Game
Each member shows a different take on styling the Soufflé Yarn sweaters, giving major fall outfit inspo. Minju pairs hers with layered knits and classic shirts, while Yunah goes sporty with pants. Mocha loves a layered look, Iroha goes full fashionista with skirts and boots, and Wonhee dreams of throwing a blue knit over a shirt dress. Basically, if Pinterest had a K-pop board, this would be it.
Behind The Scenes: Hugs, Humor, and a Stuffed Bear
The post-shoot interview was just as fluffy as the knits. Iroha called the sweaters “super soft and comfy,” while Mocha gave a shoutout to the cute bear prop in her scene. Yunah confessed the knits were so cuddly, they made her want to hug her fellow members—mirrored perfectly in the CM’s final group pose.
More Than a Commercial: It’s a Campaign
- In Stores: Starting September 29, UNIQLO stores across Korea will play the web CM. A special in-store radio message from ILLIT airs from October 6.
- TikTok Challenge: Get ready for the “Soufflé Yarn Introduction Challenge” on UNIQLO’s official TikTok. Expect cuteness. And probably more knitwear hugs.
- Exclusive Items: Besides the fluffy star of the show, the campaign also features graphics of ILLIT in Merino wool and cashmere knits. That’s your fall wardrobe sorted.
The Takeaway
Comfort meets charisma in this limited-time crossover between street fashion and K-pop freshness. Whether you’re here for the fashion tips, the fan service, or just want to hear “puksin” on repeat, ILLIT and UNIQLO have cooked up a campaign that feels like a warm hug—and we’re not mad about it.
📹 Pro Tip: Don’t Miss the Making-of Clip
Want more behind-the-scenes fun? Check out the making video for extra giggles, styling moments, and of course, more knitwear magic.
