UNIQLO Australia today launches its creative brand campaign, following the global reveal. 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. 

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,” C Jay said.

The product films focus on one core UNIQLO line each: Jeans, Joggers, Knit, Ultra-Light Down and HEATTECH. The campaign timing coincides with the UNIQLO 2017 Fall/Winter season launch.