Roksanda x lululemon

This project marked a historic moment for lululemon, as we launched the brand’s first-ever high-fashion collaboration with renowned womenswear designer Roksanda Ilinčić. While lululemon and Roksanda may seem like an unexpected pairing, both brands share a deep commitment to craftsmanship, innovation, and pushing creative boundaries.

Rooted in the contrast between function and fashion, the collection required a campaign that reintroduced lululemon in a bold new light. Strategically designed to attract a designer-fashion audience, this collaboration also aimed to generate media coverage from luxury fashion outlets that had not previously engaged with the brand. The project achieved this goal, securing press in Vogue, Harper’s Bazaar UK, Elle UK, and Refinery29.

One of my proudest projects to date, this campaign was brought to life with an all-female crew, featuring acclaimed photographer Estelle Hanania and top model Tasha Tilberg. From concept to execution, this collaboration represented a major step for lululemon, expanding its presence in the world of high fashion.