Uniqlo launches first global campaign

Uniqlo has launched its first worldwide brand campaign, a series of short films that analyse and observe human attitudes towards clothing.

Asking the fundamental question ‘Why do we get dressed?’, The Science of LifeWear campaign explores how people live, behave and interact with their clothes through the lens of scientific curiosity.

It aims to highlight Uniqlo’s commitment to functionality, simplicity and quality while celebrating its Japanese origins through a series of films shot in Japan.

Each product film focuses on a different core Uniqlo line, including Jeans, Joggers, Knit, Ultra-Light Down and HEATTECH.

“By producing a global brand message from Japan, we are being authentic to our origin and who we are. We design simple, beautiful, high-quality everyday clothes that become the building blocks of your daily life. We constantly improve our LifeWear to help make your everyday life better. Our endless curiosity to explore the meaning of clothing is at the heart of our new campaign," says John C Jay, President of Global Creative, Fast Retailing.

The campaign launched across Japan and other Uniqlo markets worldwide this week.

Uniqlo launches first global campaign

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