Comforting clothing

Global – Clothing brand Uniqlo’s new global ad campaign focuses on our emotional response to clothes by asking ‘Why do we get dressed?’

• Uniqlo’s campaign, The Science of LifeWear, looks at the functional and emotional elements involved in choosing clothing
• The ad was filmed in Japan to reflect the brand’s roots but features people from a range of cultural backgrounds

Uniqlo’s first global ad campaign, developed in association with Droga5, focuses on the brand’s long-standing credentials of simple, high-quality and functional clothing to convey the message that their product is universal to all.

In a world where people increasingly dress the same, Uniqlo’s LifeWear range promotes the message that fashion isn’t founded purely on aesthetics but rather on the way clothes make us feel. The advert’s narrator asks the audience a series of questions about how they choose what they wear. ‘Do you just throw something on because you’re late?’ she intones. ‘Do you choose based on your mood, on the weather? The weather can change your mood, just like that...’

It was crucial to the brand that the campaign was filmed in the metropolitan areas of Japan. ‘By producing a global brand message from Japan, we are being authentic to our origin and who we are,’ John C Jay, president of global creative at Uniqlo’s parent company, Fast Retailing, explained in a statement.