Uniqlo Australia has launched a new marketing campaign honing in on functional style that will see the company release a range of brand and product films to adjust its brand’s strategic direction in Australia.

The Science of LifeWear campaign has been designed to ignite a dialogue between the retailer and customers on attitudes towards clothing by asking, ‘why do we get dressed?’

Uniqlo has partnered with award-winning advertising agency Droga5 to handle the campaign, which the company has described as an important next step in its brand direction.

“By producing a global brand message from Japan, we are being authentic to our origin and who we are,” said John C Jay, president of global creative and fast retailing at Uniqlo. “Our endless curiosity to explore the meaning of clothing is at the heart of our new campaign.”

“The global introduction of the LifeWear concept was a complex task. We needed a special strategic and creative partner who could understand and express the thoughtfulness of our brand,” Jay said of Droga5.

“As our partner, Droga5 spent significant time with us in Japan and the US to engage with our culture, this first new step for Uniqlo is inspiring.”

The product films released by the retailer feature most of the company’s core lines, including jeans, joggers, knit, ultra-light down and heat tech.

The launch coincides with Uniqlo’s 2017 Autumn/Winter season launch.