Uniqlo Unveil SS17 Ads with Bras, Steam & Dancing

Droga5 have dropped a series of three ads that will form the spring summer 2017 campaign for Uniqlo.

United by the slogan Because of Life, We Made LifeWear, the three vids have been created to showcase the brand’s wireless bras, AIRism brand breathable fabric, and their distressed denims, and are united by a heightened sense of reality.

In Wireless Bra, directed by Autumn de Wilde of Somesuch, Droga5 shoot a bra ad very different from the frolicking in lingerie for the male gaze that many ads in the category seem to fall into. Choreographed by Ryan Heffington (who we profiled last year), the ad takes stylistic inspiration from his music video for Sia’s Chandelier, with its models dancing in the same almost tic-like contemporary style, whilst in other scenes helping each other to walk across walls and smashing plates in unison. Taking lead from this distinctive choreography style, the ad also features the slogan ‘move like you’re not supposed to’.

In AIRism, Nick Gordon (also of Somesuch) shoots steam leaving people’s bodies in stunning high contrast black and white while a voiceover says ‘our bodies are made to breath, so shouldn’t our clothes breathe with us?’

Also shot by Gordon, Distressed Denim is a more conventional tale of distressed denim-clad girl meets distressed denim-clad boy, as one catches the other’s eye while dancing like nobody’s watching or, to paraphrase their other ad, moving like she’s not supposed to .

Although three very different ads, they are united by voiceover from actress Tuppence Middleton, and will run across the US, Europe, Asia and Australia, and will also be supported by a print campaign.