Uniqlo: advert-body-2 by Droga5 London

: Droga5 London has created a global campaign for UNIQLO under the banner “Because of Life, We Made LifeWear”, a new articulation of UNIQLO’s quest to create clothes that make life better.

The campaign, which is the first work by Droga5 London for UNIQLO, features three ads: “Wireless Bra”, “AIRism”, and “Distressed Denim”. The films answer the question posed by the “Why do we Get Dressed?” work from Droga5 New York last year by showcasing the thought that goes into UNIQLO’s deceptively simple clothes.

“Wireless Bra”, choreographed by Ryan Heffington (who was behind the iconic videos for pop artist Sia and Netflix hit The OA, amongst others) and styled by Nancy Steiner (the award-winning costume designer behind Lost In Translation and The Virgin Suicides) is unique among bra commercials in that it challenges the stereotypes of what feminine movements look like.

“AIRism”, shot in the streets of Santiago by director Nick Gordon through Somesuch, focuses on UNIQLO’s high-tech innerwear made from breathable materials. The black-and-white film artfully captures images of people going about everyday activities, with perspiration evaporating from their bodies. The ad asks: “Shouldn’t our clothes breathe with us?”

“Distressed Denim”, also shot by Nick Gordon, captures two people in a chance romantic encounter at a remote gas station - both are wearing UNIQLO’s distressed denim, which is engineered to combine the two often opposing forces of comfort and imperfection.