Uniqlo Gets Deep in Its First Global Campaign

“Why Do We Get Dressed?” asked Uniqlo, in its very first global campaign



Getting dressed is an existential question. It’s most likely the first thing we ask ourselves as soon as we wake up in the morning. What and how we choose to dress in the morning can shape our whole day and probably night too.

This is the topic raised by Uniqlo in its campaign for Uniqlo Lifewear. Created by Droga5 New York, the campaign film sees a man running toward something. All around him are people; everyday people—young and old, male and female—we would see on our way to and back from work, school or what have you.

After watching this film, you may end up asking yourself every morning: “Do I dress to fit in or stand out? And if your answer is the former, why do you want to fit in?”

The film ends with the narrator explaining that there isn’t really a right answer. Indeed, the campaign does seem to make you question things you’ve never thought to ask, instead of offering some kind of solution. Then again, that’s what makes it memorable.

What do you think of the campaign?