You may know David Chang from from such hits as Momofuku, Parts I-VI, as well as memorable appearances in That Mexican Coke Will Cost You $5, The Unbearable Lightness of First-Class Travel, and I Love Everybody. And now, you will know him as a model.
As The New York Times reports, this is because the people at Uniqlo believe that Chang’s image will help convey that their puffy jackets can be worn “by anyone,” and also because they’re donating money to charity (in this case the New York affiliate of the Edible Schoolyard program) on his behalf.
“He flavors his food with life. He always thinks up fresh ideas. He is a staple of goodness. He reinvents tradition,” the reverential ad copy reads.
We can think of a few people who might take exception to the idea of Chang as a staple of goodness, and the chef’s professed love of first-class departure lounges and impassioned defense of his $5 Mexican Cokes sort of undermines Uniqlo’s insistence that he’s a “relatable” New Yorker. But if there’s one thing most of us can relate to, it’s the omniscience of branding, and so long as the chef doesn’t expand his portfolio to include bearskin rugs, it could always be worse.