Art Direction & Campaign Execution
A collaboration between lululemon and Principal dancer Francesca Hayward, of the Royal Ballet in London.
Scroll ↓
What’s the Story
Graceful layers, gold details and corsetry come together in this dreamy 17-piece limited edition collection designed for ballet, barre class and beyond.
Photographer: Craig McDean.
Inspired by the stage
Directors: Masha Vasyukova & Craig McDean.
The Opportunity - Lululemon continuously works with professional athletes to better the technical gear it makes. Ballerina’s are athletes that push their bodies to extreme lengths and Francesca Hayward, a Principal Dancer of the Royal Ballet in London embodies the strength and determination it takes to be one of the best in her sport.
My team and I executed the campaign launch, art direction for film and stills, hang tag design, PR kit and window direction for the Flagship London store on Regent St.
Following our art direction for the campaign, Lucky Fox- windows and visual merchandising agency in London executed the window for the launch in the flagship store on Regent St.
With Special Thanks —
Design Team: Janine Merkl and Arrabelle Stavroff
Campaign Photographer: Craig McDean
Film Directors: Masha Vasyukova & Craig McDean
Campaign Model: Francesca Hayward
Styling: Clare Seddon