In Its First Global Campaign, Uniqlo Ponders Why We Get Dressed Every Day

That’s the question that opens “Why Do We Get Dressed?” for Uniqlo Lifewear. Created by Droga5 New York, the brand’s first-ever global campaign features a man running through a crowded plaza as a narrator with a soft British accent expounds on what clothing means to us.

“Do you just throw something on because you’re late?” she asks. “Do you choose based on your mood, on the weather? The weather can change your mood, just like that…”

The calm voiceover, spread over the slow-moving image of a man rushing toward something—a woman? A job interview? A cat in a tree?—delicately unwraps the thoughts that slip through our minds as we prepare for the day.