lululemon X Roksanda

lululemon's first high-fashion collaboration with renowned womenswear designer Roksanda Ilinčić was a bold and refreshing take on athleisure. This limited edition capsule collection was shot in Arizona at the breathtaking experimental city of Arcosanti, featuring internationally acclaimed top model Tasha Tilberg.

A social-first campaign strategy captured the attention of the global press, including Vogue, Harper’s Bazaar UK, Fast Company, Elle UK, and Refinery 29.

While Roksanda and lululemon may seem like an unusual pairing, the two brands share a number of deeply held values which unite the two brands. This meeting point is expressed through the campaign’s visual identity.

Images: an overview of the PR experience, including a custom gift-box, printed hang tags, printed lookbook and an immersive launch event held in New York City.

The experimental city of Arcosanti provided the perfect backdrop for this genre-bending collaboration. We hired French photographer Estelle Hanania to round out our all-female creative team; her eye for abstract beauty made the campaign feel simultaneously futuristic and timeless.