By Dexter Francis De Vera
After a challenging 2020, global apparel retailer Uniqlo hopes to reconnect with consumers with a message emphasizing clothing for everyday life and the brand’s ethos on sustainability and community engagement.
The clothing chain recently unveiled its multimedia campaign titled Lifewear: Made For All, starring tennis superstar Roger Federer along with brand ambassadors including the graphic artist Futura, Uniqlo U artistic director Christophe Lemaire, Uniqlo Team Sweden’s table tennis champ Anna-Carin Ahlquist, wrestler Alex Kessidis, Uniqlo Europe director of sustainability Maria Samoto le Dous, Street Soccer U.S. founder and CEO Lawrence Cann and Milan-based store employee Djiba Kourapuma. The Uniqlo brand is predicated on LifeWear, which is not just the clothes the company makes, but also their actions and commitment to the communities of the people they serve.
The campaign is also an opportunity for Uniqlo to reclaim some of the revenue and momentum it lost in 2020. Everything the brand does is influenced by customers and their needs. The pandemic challenged all of us, and the brand had to make all adjustments to keep it afloat, from closing stores in other regions to developing new products such as the AIRism face masks. But one pre-Covid goal remained the same up to this day—and that was to be there for its customers.
Watch the short film and explore the interviews to hear individual stories and learn what LifeWear means to Uniqlo employees and friends.
To know more, follow @uniqlo.ph on Facebook, @uniqlophofficial on Instagram, or visit uniqlo.com/LifeWearStories to experience the simple beauty of the LifeWear message.
