Uniqlo Wants To Know “Why Do We Get Dressed?”

In its first global ad campaign, the brand goes with a thoughtful approach to fashion retailing.

Uniqlo Wants To Know “Why Do We Get Dressed?”

WHAT: Debut global ad campaign for clothing retailer, Uniqlo.

WHO: Uniqlo, Droga5 New York

WHY WE CARE: You may think you wore that raincoat because it looked like the weather might take a turn for the worse, but here Uniqlo suggests there is more to it than that. In its new ad campaign, the Japanese retailer asks reflective questions about people’s clothing choices, for example, “Do you choose based on your mood, or the weather? The weather can change your mood, just like that.”

This, and other intellectual mind benders form the basis of the campaign, “The Science of Lifewear” created by Droga5, and spearheaded by Uniqlo parent Fast Retailing’s president of creative (and a 2011 Fast Company Most Creative People honoree), John Jay.

About the author

Louise Jack is a London-based journalist, writer and editor with a background in advertising and marketing. She has written for several titles including Marketing Week, Campaign and The Independent.



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