Why do you get dressed everyday? To go to work, to appeal to someone else, to build your own confidence, fit in a certain crowd, to blend in?
Uniqlo, a Japanese fast-fashion retailer has released a new campaign video asking this very question. They describe themselves as an online casual clothes store, with 10 stores within the UK, 8 of these based in London. They describe their collection as “innovative high-quality clothing that is universal in design and comfort and made for everyone, everywhere.”
Uniqlo have named the majority of their collection ‘The Essentials’, these items are meant to be wardrobe staples. On their website it states that “Every item of UNIQLO clothing is essential in order for each and every man and woman to step out and face the world. This is life wear”
Within this includes homewear, workwear and sportswear. Most of their range include bold block colours with clear cut lines. Collaborations with other fashion retailers such as Liberty London feature more patterned designs, allowing them to still include prints in their collections.
Uniqlo have tried to explain that they are more than just a company who makes clothing, but one that looks at the reason behind why we clothe ourselves using their new short clip.
The clip includes a white male as the main protagonist, he runs through the crowd as a woman with a soft Southern British accent talks over the video; “Do you just throw something on because you’re late?” “Do you choose based on your mood, on the weather? The weather can change your mood, just like that…”
In the background the majority of people appear to be Japanese but other races as well. As the company is Japanese whilst their collection is for any and everyone. Towards the end we discover he was running towards a woman, did he dress to impress?
Whilst Uniqlo is a fashion retailer, they focus more on the expressions of the characters in this short clip, such as the lingering stare of the hooded man, because although they are a clothing brand they want to create clothes available for self expression.
So why do we wear clothes?
Do we wear clothes to fit in? Is that why the three young ladies are all similarly dressed, is it a clique? Is it to stand out, or defying norms? Like the couple dressed all in black, the man has long black hair and the woman’s styled short. Does our style age with us, such as the elderly lady on the bench? Or have all these people just thrown on clothes because it’s there, or for another reason?
It’s the questions that keep fashion interesting and the curiosity alive. Uniqlo realize this and their president of global creative, John Jay stated that “our endless curiosity to explore the meaning of clothing is at the heart of our new campaign,”
So tell us, why do you get dressed?
Watch the clip below:
Text: Tamera Heron