The Science of LifeWear

Background
Uniqlo is Japan's biggest retailer. They call their clothes LifeWear, clothes designed to work for you. The process of making LifeWear is built on innate Japanese values: Curiosity, consideration and a constant quest to improve. The Science of LifeWear is the first time this mindset is captured in a way that defines the company on a global scale, with their Japanese heritage at the core.

Idea
For the first iteration of this initiative, we boiled down The Science of LifeWear to one fundamental question: “Why do we get dressed?” By exploring the many answers it conjures up in us all, UNIQLO shows their deep understanding of clothing. The campaign is a testament both to UNIQLO’s approach to making clothes as well as to the role our clothes play in modern-day society.

OOH / in-store