Fashion retailer Uniqlo has launched a project to improve engagement with its consumers and promote social responsibility, while also utilising new 3D printing technology.

The Fast Retailing-owned business is encouraging shoppers to post to their social network what it is calling "selfless selfies", showing them conducting a positive real-life act, such as visiting a grandparent or being nice to a stranger.

Consumers are then urged to pledge their selfie to a good cause, in a move that arguably shifts some of the narcissism which is increasingly being associated with the act of taking a picture of yourself via smartphone.

Chosen participants will become part of Uniqlo's "global #3DSelfie Exhibition" in some of the retailer's flagship stores around the world, with the most powerful pledgers commemorated in the form of a 3D-printed model.  

"In the spirit of Uniqlo clothing–LifeWear, which aims to support everyday life in a positive way – we're searching the world for the most innovative people who are positively impacting everyday life," said the retailer.

"Show us how you're doing it. It's simple. Snap, pledge and post a selfless selfie."

Participants who are chosen to receive a #3DSelfie must be able to visit one of five Uniqlo stores on the scanning dates, as follows:

  • Tauentzienstraße 7B/C, 10789 Berlin, Germany – 7-9 October 2014
  • 666 5th Avenue, New York, 10103 – 9-12 October
  • 17 rue Scribe 75009 Paris, France – 13-15 October
  • 111 Powell Street, San Francisco, 94102 – 17-19 October
  • 311 Oxford Street, London, W1C 2HP – 19-23 October

Uniqlo is encouraging shoppers to share their selfies on Twitter, Facebook, Instagram, Google+, Vine and Flickr.

The 3D printing part of the campaign is aided by Uniqlo's partnership with technology company Doob, which has installed its printers in two of the retailer's US stores for a forthcoming holiday season promotion.

Germany-based Doob is looking to expand its presence in the growing 3D printing space – and is targeting the USA and Japan, where a full range of its products and services will soon be available.

Click below for more information:

The Selfless Selfie Programme

Doob 3D Stores