Bras Make Women Move in Bizarre Ways in Uniqlo Ad From Droga5 London

Ryan Heffington Choreographed 'LifeWear' Spots Saying 'Move Like You're Not Supposed To'

By Alexandra Jardine. Published on Feb 23, 2017

Editor's Pick

Uniqlo highlights its clothing's technical functionality, but with cinematic artistry, in a series of new spots from Droga5 London.

The campaign, taglined ""Because of Life, We Made LifeWear," follows the Japanese retailer's 2016 global ad "The Science of Lifewear," by Droga5 N.Y., which posed philosophical questions about why we wear clothes. This time, the spots focus on different Uniqlo products and technology, such as its wireless bras, breathable inner-wear and distressed denim.

In "Wireless Bra," (seen here) directed by Autumn de Wilde at Anonymous Content and Somesuch, a group of women perform unusual and energetic dance moves while wearing the bras, urging viewers to "Move Like You're Not Supposed To." The spot was choreographed by Ryan Heffington, whose work includes Sia's "Chandelier," and Netflix's "The OA." In challenging the stereotypes of how women move, it reminds us somewhat of Kenzo's spot directed by Spike Jonze last year. It was styled by Nancy Steiner, costume designer behind "Lost In Translation" and "The Virgin Suicides" and features music by Starcrawler, an unsigned band fronted by Arrow de Wilde, the director's daughter.

Another spot, directed by Nick Gordon at Somesuch, captures images of people going about everyday activities, with perspiration evaporating from their bodies. The black and white ad, for Uniqlo's AIRism technology, asks: "Shouldn't our clothes breathe with us?" It was shot in the streets of Santiago.

Gordon also directed a spot for Distressed Denim, in which a boy and girl share a quirkily romantic moment at a gas station, dressed in the "imperfect" product.

The ads will run in the U.S., Europe, Asia and Australia, on TV and online, and will be supported by a print campaign.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Feb 23, 2017
Droga5 London
Chief Creative Officer:
David Kolbusz
Executive Creative Director:
Steve Howell
Executive Creative Director:
Rick Dodds
Creative Director:
Devon Hong
Ulrika Karlberg
Agency Producer:
Chris Watling
Production Company:
Production Company:
Autumn De Wilde
James Waters
Director, Photography:
Chris Blauvelt
Ryan Heffington
Nancy Steiner
Darren Baldwin
Edit Company:
Final Cut
Post Production:
Sound Design:
Will Cohen@ Strings & Tins

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.