日本潮流品牌UNIQLO來台已經正式邁入10週年，對於這個將日本的輕生活風格快速帶入台灣的品牌而言，不管今年疫情有多嚴峻，只要重新回到「人」的身上，並且體現服裝的價值，那麼所有的衝擊都能迎刃而解，並且使人們攜手邁向更美好的未來。
LifeWear的藝術與科學
為了慶祝登台10週年，UNIQLO攜手金馬獎影后桂綸鎂，以及台灣創作新潮流李英宏為這次的「LifeWear的藝術與科學」的服裝新價值表現出新價值。
體現品牌在地化
不管是哪個潮流品牌，或時裝品牌。只要進入一個新的市場，那麼擁抱在地化產生出的改變，就是每個品牌都會面臨到的課題。而在台灣深耕10年的UNIQLO當然也無法置身事外，在今年推出的10週年形象廣告中，充滿濃濃的台灣味是必要，而回到人與服裝間的巧妙價值更是需要。
回歸平凡的日常生活
這次為UNIQLO拍攝的形象廣告中，桂綸鎂和李英宏卸下巨星身分，以最貼近消費者的方式，表現出服裝能提供美好生活的力量。李英宏選擇可靈活應付台灣多變天氣的「防潑水多口袋連帽外套」作為明日之服，簡單搭配格紋襯衫與牛仔褲，便是他心中最「水氣」的台式瀟灑，舒適兼具機能的外套，讓他風雨無阻地騎車穿梭台灣的老式巷弄，尋找各式在地創作的靈感。桂綸鎂則選擇「輕量BLOCKTECH防風雨抗UV大衣」作為她的明日之服，並回到她從小生長的天母，在熟悉的老地方回想生命中經歷的風雨，很慶幸一直以來都有UNIQLO的守護一路相伴，在不斷變遷的時代做出回應，提供她當下最需要的服裝，帶給她安定的感受與再次出發的力量。
The Japanese fashion brand UNIQLO has officially entered its 10th anniversary in Taiwan. Why it matters? Because this Japanese brand brought a unique Japanese light lifestyle to Taiwan. And no matter how severe the pandemic this year, it only needs to refocus to the 'People' itself and reflect from the clothing. It's quite obvious because if people can work together then move forwards to a better future, it would not be that difficult.
The Art and Science of LifeWear
To celebrate the 10th anniversary, UNIQLO teamed up with Golden Horse Award actress Guey Lun-Mei and Taiwanese newgen artist DJ Didilong to show new value for "LifeWear's Art and Science".
Reflect the localization
No matter which brands you are. As long as you enter a new market, embracing the changes produced by localization is a topic that every brand will face. UNIQLO, which has been deeply cultivated in Taiwan for 10 years, of course, cannot stay out of it. In the 10th-anniversary campaign launched this year, it is necessary to be full of Taiwanese flavour, and it is necessary to return to the ingenious value between people and clothing.
Return to ordinary daily life
In this campaign, Guey Lun-Mei and DJ Didilong removed their superstar status and demonstrated the power of clothing to provide a better life in a way that is closest to consumers. DJ Didilong chooses the "water-repellent multi-pocket hooded jacket" that can flexibly cope with the changing weather in Taiwan as his tomorrow clothing. Simply pairing it with a checkered shirt and jeans is the most "watery" desktop-style in his heart, comfortable and functional. The coat allows him to ride through Taiwan's old alleys unimpeded, looking for inspiration for various local creations. And Guey Lun-Mei chose the "lightweight BLOCK TECH weatherproof and anti-UV coat" as her tomorrow's clothing, and returned to her hometown, Tianmu.
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