Uniqlo highlights its clothing's technical functionality, but with cinematic artistry, in a series of new spots from Droga5 London.
The campaign, taglined ""Because of Life, We Made LifeWear," follows the Japanese retailer's 2016 global ad "The Science of Lifewear," by Droga5 N.Y., which posed philosophical questions about why we wear clothes. This time, the spots focus on different Uniqlo products and technology, such as its wireless bras, breathable inner-wear and distressed denim.
In "Wireless Bra," (seen here) directed by Autumn de Wilde at Anonymous Content and Somesuch, a group of women perform unusual and energetic dance moves while wearing the bras, urging viewers to "Move Like You're Not Supposed To." The spot was choreographed by Ryan Heffington, whose work includes Sia's "Chandelier," and Netflix's "The OA." In challenging the stereotypes of how women move, it reminds us somewhat of Kenzo's spot directed by Spike Jonze last year. It was styled by Nancy Steiner, costume designer behind "Lost In Translation" and "The Virgin Suicides" and features music by Starcrawler, an unsigned band fronted by Arrow de Wilde, the director's daughter.
Another spot, directed by Nick Gordon at Somesuch, captures images of people going about everyday activities, with perspiration evaporating from their bodies. The black and white ad, for Uniqlo's AIRism technology, asks: "Shouldn't our clothes breathe with us?" It was shot in the streets of Santiago.
Gordon also directed a spot for Distressed Denim, in which a boy and girl share a quirkily romantic moment at a gas station, dressed in the "imperfect" product.
The ads will run in the U.S., Europe, Asia and Australia, on TV and online, and will be supported by a print campaign.