Strategically aligned to introduce lululemon to the more designer-fashion customer and generate press coverage by media who would not have otherwise noted the brand, these designer collaborations built upon the success of previous athletic-high fashion crossovers.

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 collection itself was intended to be as beautiful as it was practical, combining Roksanda Ilinčić’s bold, signature shapes and lululemon’s technical sport innovations. Through multiple design sessions with the London-based designer, the lululemon team created two capsule collections for yoga, running, training, and everyday wear.

Along with helping conceptualize the overall collaboration, I directly oversaw the campaign creative direction and shoot in addition to the casting of notable model and wellness icon Tasha Tilberg. The collection was a profound departure from lululemon’s typical apparel style, and was celebrated in the fashion media as a revolutionary combination of performance and fashion design. The two collections garnered considerable attention from publications such as American Vogue and Harper’s Bazaar as well as many other digital media influencers.