Why Do We Get Dressed? UNIQLO Has The Answer

This is the first work for the brand by the London office and is designed to answer the question posed by the “Why do We Get Dressed?” campaign that was developed by Droga5 New York last year. The account moved to the Big Smoke after the initial campaign launch in order to address a conflict of interest in the New York office (probably Under Armour, but the agency declined to elaborate or confirm the conflicting account.)

This campaign features several ads including “Wireless Bra”, “AIRism”, and “Distressed Denim.” AIRism, for instance, focuses on UNIQLO’s high-tech innerwear made from breathable materials by showcasing images of people going about everyday activities, with perspiration evaporating from their bodies. The ad asks: “Shouldn’t our clothes breathe with us?”