lululemon x Ed Curtis
A collaborative capsule collection and editorial campaign celebrating the intersection of movement, art and self-expression through the lens of British artist Ed Curtis.

Role & Ownership
Art Director and Graphic Designer across campaign imagery, editorial design and lookbook development.
Led the visual translation of the collaboration into a cohesive campaign world, balancing lululemon’s performance credibility with the expressive, tactile and experimental nature of Ed Curtis’ practice.

Creative Contribution
Developed a visual language that moved away from lululemon’s traditionally polished aesthetic, embracing a more raw, artistic and culturally-driven direction inspired by Ed Curtis’ analogue process and distorted print work.
Built a campaign system that combined expressive movement, graphic layouts and immersive colour to reflect the collection’s themes of fluidity, energy and body movement. Industrial locations, directional lighting and dynamic posing created tension between technical performance and artistic experimentation.
Designed the lookbook and editorial layouts to feel tactile and collected rather than corporate — layering typography, imagery and negative space in a way that echoed the hand-made and process-led nature of Curtis’ work while still sitting within lululemon’s brand world.

Impact
Delivered a visually distinctive campaign and print piece that expanded lululemon’s cultural and creative positioning through collaboration with a contemporary artist.
Demonstrated a more experimental visual direction for the brand — blending fashion, movement and art in a way that felt expressive, design-led and less conventionally commercial than traditional performance campaigns.

In collaboration with
Photographer: David Reiss. Stylist: Lee Trigg