A perception altering collaboration.
lululemon's first high-fashion collaboration—with renowned womenswear designer Roksanda Ilinčić—is unlike anything the athleisure brand has ever done before. Working under the guidance of Art Director, Katie Bambro, we concepted, curated and developed an international campaign across PR events, product, digital experience, in-store merchandising and social media.
The collaboration identity marries complimentary hues of Roksanda’s brand colour with lululemon’s, symbolising the coming together of two design houses.
PR Launch Collateral — Bespoke magnetic-seal box, Look book and product sent to publications such as Vogue, Harpers Bazaar and Elle.
As part of our PR launch campaign we curated an immersive performance experience in New York City.
Rooted in the contrast between function and fashion, the collection needed a campaign and treatment that helped showcase the lululemon brand in a whole new light.
The two brands share a number of deeply held values: female empowerment, celebrating the multifaceted, playfulness and mindfulness.
It was important for the campaign to embody the shared values of the two brands and tell the story of it’s muse: The Urban Nomad.
She is multi-faceted, empowered and on her own journey. The utopian setting of Paolo Soleri’s Arcosanti, in Arizona, was the perfect setting to portray this narrative.
Shot by Estelle Hanania, and featuring Tasha Tilberg.
We developed a social strategy to support the campaign that would firstly create hype, then inform and educate our guests, as well as sustain momentum over two separate product drops.
Sustainability was at priority throughout the campaign, we chose materials that could easily be recycled (creating lululemon’s first recyclable paper shopper) and used printing techniques that were environmentally friendly.
Project Credits
Art Direction: Katie Bambro
Copy Direction: Stevie Wilson
Design: Tora Hylands, Jane Koo, Janine Merkl, Ryan Spacey
PR Campaign Photographer: Thompson Chan
PR Campaign Model: Nikita M'bouroukounda
Campaign Photographer: Estelle Hanania
Campaign Model: Tasha Tillberg
Stylists: Claire Seddon, Erin Johnson