UNIQLO Launches New Creative Brand Campaign Worldwide
Integrated campaign asks fundamental question “Why do we get dressed?”
Aug. 16, 2016, New York, New York – UNIQLO today unveils a new creative brand campaign to be introduced worldwide, a first for the company. The Science of LifeWear campaign highlights the company’s relentless commitment to quality, functionality and style through LifeWear - innovative high-quality clothing that is universal in design and comfort and made for everyone, everywhere. The initiative is an important next step for UNIQLO in its ongoing mission to become a truly global and inspirational apparel brand.
Through a series of brand and product films, plus supporting visual materials, The Science of LifeWear aims to ignite a dialogue on human attitudes toward clothing, observing how people live, behave and interact, asking through the lens of scientific curiosity, “Why do we get dressed?” Filmed in urban settings in Japan to reflect company origins and brand authenticity, the campaign style, tone and messaging all highlight the UNIQLO passion for understanding functional and emotional needs in clothing by people everywhere.
Commenting on today’s announcement, John C Jay, President of Global Creative, Fast Retailing, said, "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."
To develop The Science of LifeWear, UNIQLO partnered with Droga5, an award-winning global advertising agency based in New York City. In 2015 and 2016, the Cannes Lions International Festival of Creativity named Droga5 as Independent Agency of the Year, and it is Advertising Age’s and Creativity Age’s Agency of the Year for 2016.
“The global introduction of the LifeWear concept was a complex task. We needed a special strategic and creative partner who could understand and express the thoughtfulness of our brand and how our philosophy of innovation and ‘simple made better’ could bring the best quality apparel to the largest number of people. As our partner, Droga5 spent significant time with us in Japan and the U.S. to engage with our culture. This first new step for UNIQLO is inspiring,” Jay said.
The Science of LifeWear launches across Japan Aug. 15, to be followed by other UNIQLO markets worldwide. The product films focus on one core UNIQLO line each: Jeans, Joggers, Knit, Ultra-Light Down and HEATTECH. The campaign timing coincides with the release of the UNIQLO 2016 Fall/Winter LifeWear book.
To view The Science of Lifewear brand film, please visit http://www.uniqlo.com/us/special/lifewear/
LifeWear Brand Statement
This is LifeWear
Who you are, what you believe in: that’s what you wear every day. And that is what we make clothing for. Welcome to a new way of apparel.
Apparel that comes from our Japanese values of simplicity, quality and longevity. Designed to be of the time and for the time. Made with such modern elegance that it becomes the building blocks of your style.
A perfect shirt that is always being made more perfect. The simplest design hiding the most thoughtful and modern details. The best in fit and fabric made to be affordable and accessible to all.
Clothing that we are constantly innovating, bringing more warmth, more lightness, better design, and better comfort to your life.
It never stops evolving because your life never stops changing.
Simple apparel with a not-so-simple purpose: to make your life better.
UNIQLO LifeWear. Simple made better.
About UNIQLO LifeWear
Apparel that comes from the Japanese values of simplicity, quality and longevity. Designed to be of the time and for the time, LifeWear is made with such modern elegance that it becomes the building blocks of each individual’s style. A perfect shirt that is always being made more perfect. The simplest design hiding the most thoughtful and modern details. The best in fit and fabric made to be affordable and accessible to all. LifeWear is clothing that is constantly being innovated, bringing more warmth, more lightness, better design, and better comfort to people’s lives.
About UNIQLO and Fast Retailing
UNIQLO is a brand of Fast Retailing Co., Ltd., a leading global Japanese retail holding company that designs, manufactures and sells clothing under seven main brands: Comptoir des Cotonniers, GU, Helmut Lang, J Brand, Princesse tam.tam, Theory and UNIQLO. With global sales of approximately 1.6817 trillion yen for the 2015 fiscal year ending Aug. 31, 2015 (US $13.88 billion, calculated in yen using the end of August 2015 rate of $1 = 121.18 yen), Fast Retailing is one of the world’s largest apparel retail companies, and UNIQLO is Japan’s leading specialty retailer.
UNIQLO continues to open large-scale stores in some of the world's most important cities and locations, as part of its ongoing efforts to solidify its status as a truly global brand. Today the company has more than 1,700 stores in 17 markets worldwide including Japan, Australia, Belgium, China, France, Germany, Hong Kong, Indonesia, Malaysia, Philippines, Russia, Singapore, South Korea, Taiwan, Thailand, U.K. and the U.S. In addition, Grameen UNIQLO, a social business established in Bangladesh in September 2010, currently operates several Grameen UNIQLO stores in Dhaka. UNIQLO manages an integrated business model under which it designs, manufactures, markets and sells high-quality, casual apparel. The company believes that truly great clothes should be supremely comfortable, feature universal designs, are of high quality and offer a superb fit to everyone who wears them.
With a corporate statement committed to changing clothes, changing conventional wisdom and change the world, Fast Retailing is dedicated to creating great clothing with new and unique value to enrich the lives of people everywhere. For more information about UNIQLO and Fast Retailing, please visit www.uniqlo.com and www.fastretailing.com.