NewsThis Soul-Searing Uniqlo Commercial Will Force You to Deal With All Your Fashion Anxiety
"Can I pull this off? Am I fitting in?"
For a small percentage of guys, getting dressed in the morning is a complete and total pleasure. But for most of us (even the ones who put outfits together for a living!), there are days when the simple act of covering your ass can turn into an endless ritual so wracked with meaning and import that completing it diminishes the very light within your soul.
And this is the very fear Uniqlo wants you to confront head-on with the latest commercial in its LifeWear campaign.
In the minute-long clip, you see a man in a camel coat running in slow motion through a square filled with people. As he weaves through the crowd, a voice makes all the same inquiries you do when you're standing in front of your closet. "Why do you get dressed?" the voice demands. "Do you ask yourself, 'Can I pull this off?' or, 'Am I fitting in?' Why do you want to fit in?"
It's a list of questions that seems designed specifically to appeal to the basest levels of our collective disquietude about what we wear. And what else would you expect from a massive international retailer with thousands of stores in countries all over the world? Luckily, Uniqlo proposes a solution: "Why do we get dressed?" the voice says. "There's no one answer. But to make clothes for life, we'll keep asking."
And after trudging across the winding and uncomfortable path this commercial leads you down, it's a huge relief to know that a clothing company is asking these questions, too.