By  on August 15, 2016

Uniqlo is launching its first worldwide advertising campaign in a bid to reach consumers at a time when its parent company, Fast Retailing Co. is feeling the pinch of a strong yen and working to reverse the fortunes of its underperforming business in the U.S.

The Japanese fast-fashion retailer said the campaign, which began Monday, features still photography and video clips that pose the question: “Why do we get dressed?” and offer up a somewhat philosophical response: “There’s no one answer. But to make clothes for life, we’ll keep asking.” Developed in tandem with New York-based advertising agency Droga5, the ads were shot in urban settings in Japan — an attempt to tap into the brand’s heritage. Uniqlo said it wants to play up the quality, style and functionality of its clothing. The new ads feature Uniqlo’s various product ranges, such as jeans, ultralight down items and Heattech insulating garments.

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