Uniqlo sells clothes. They are not unique in that. Their clothes are not unique either, they make comfortable clothes with a slightly utilitarian aesthetic. Their LifeWear collection, well-designed basics designed for everyday, particularly embodies this.
Where they are different is in their adverts. Working with Droga5, they have grown further and further away from focusing on clothes in the past few years. Recently, they have partnered with Solange Ferguson to release a 4 minute video that does not reference any clothes at all. Titled ‘Metatronia’ , it incorporates dance and sculpture to explore themes of creation and space.