快时尚服饰品牌的风光时代已经过去，这类品牌在频发质量问题、缺乏创新的压力下正面临着利润下滑的困境。但为了重新引起消费者的关注，优衣库从过去强调产品的功能性转而开始关注起服装与生活方式、生活态度的关联，试图重塑品牌的理念与价值。
在2013年启用了全新品牌宣传语“Life Wear（服适人生）”，并推出LifeWear系列服装后，优衣库在全球化发展中继续传播着自己的品牌理念。8月14日优衣库发布了第一支Life Wear全球广告片，片子看起来十足的文艺范儿。
这部广告拍摄了日本都市街头的日常。镜头跟随着一位年轻人奔跑的路线移动，他正跑向不远处与他相约见面的女朋友。极度放慢的镜头把几秒钟的场景拉长为40秒，将我们的目光凝聚在不曾注意的普通人身上，或者还有他们的穿衣风格。配合着清醒而沙哑的女声画外音，你也会忍不住思考：“Why do we get dressed？（我们为何而穿衣？）”。
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every day we get dressed.
the why,
why do you get dress?
do you just spread something on because you late?
did you choose based on your mood走着外头，the weather can change me just like an,
do you ask yourself,
can i put this off?
i fitting in.
what do you wonder it in?
why do you get trust?
can not sure change how you feel,
one colors will lead open me.
in other words,
they can make you feel happy.
do you just to protect yourself,
something soft can make you feel secure?
why do we get dressed?
there's no one answer.
but to make close for life will keep asking,
that's the science of life work.
do you put on genes because you don't care what does not carrying look like?
can games make you more open a simple output,
freeze up space in your brain,
but kind of make you feel free,
free to do what unique genes made to keep you flexible?
why do we get dressed?
well,
will keep asking me that the signs of lifework are what's on your mind when you get dressed.
you are nine to five or five tonight.
what happens when work is done?
one more open to new ideas at night.
second,
you dress to keep your options that open.
jcp pants made for work and play.
why do we get dressed to make those for life?
hoky,
y asking,
that's the signs of life wear.
what can a sweater say about you that you're still young葫芦格儿啊。
can you wear the same thing but feel completely difference.
so who do you want to be to say an extra of the lead premium network made for whoever you want to be?
why do we get dress?
dress will keep asking.
that's the signs of lifework d,
do you put on a jacket to hide from the cold or do embracing?
can you still find a bit of summer in the winter?
what happier in the summer simply because we move more so kind of down jacket,
move with us?
alto light down may keep you warm and mobile.
why do we get dress well,
will keep asking.
that's the signs of life feare the address because of the cold.
what kind of cold can the next tradition make you feel better,
being warm makes you happy and being happy makes you warm.
but what if today need something more?
can you dress for comfort too?
he took anywhere,
made to keep you more than warm?
why do we get dress will keep asking,
that's the science of life where.
