lululemon x Central Saint Martins
A capsule collection and campaign created for the opening of lululemon’s Regent Street flagship store in collaboration with Central Saint Martins.

Role & Ownership

Art Director and Graphic Designer leading creative direction across campaign identity, visual language and packaging design. Developed a campaign language that merged fashion, movement and performance culture, translating the creative energy of London into an elevated retail and brand experience.

Creative Contribution
Built a multidisciplinary creative team spanning photography, movement direction and performance to explore the intersection of yoga and dance through a more expressive and fashion-oriented lens.
Balanced the rawness of industrial interiors with fluid movement and graphic print treatments, creating imagery that felt tactile, experimental and culturally connected to the Central Saint Martins world.

Impact
Positioned lululemon within a more fashion and culture-led conversation, reinforcing the brand’s creative credibility through its partnership with one of London’s most influential art and design institutions.

In collaboration with
Photographer: Sophie Ebrard. DOP: Jake Schühle-Lewis. Movement Direction: Ella Robson Guilfoyle