Sr. Copywriter, Global Brand
 In-house · 2018-2019

lululemon

Taking lululemon beyond the studio and into the fashion press.

lululemon built its brand on technical performance and the yoga community. The next opportunity was cultural: reach a designer-fashion customer and the press that serves her, and widen the meaning of yoga beyond its niche stereotypes.

The mandate: extend the brand into new audiences without diluting the technical credibility that built it.

❋ Insights & Vision

Contrast creates attention. Set lululemon's technical innovation against a designer's signature shapes, and the brand reads in a new light. Tell yoga through real people, and it stops reading as niche.

  • Audience: Athlete → Fashion customer

  • Yoga: Niche → Universal

  • Language: Product → Ethos

❋ lululemon x Roksanda

I led copy direction for the collaboration with London designer Roksanda Ilinčić: two capsule collections for yoga, running, training and everyday wear. The copy set her bold, signature shapes against lululemon's technical innovation across campaign, retail and lookbook.

❋ International Day of Yoga

For International Day of Yoga 2019, I built global messaging around real stories, like Peace Coleman's, to move yoga past its niche stereotypes and reach a wider audience.

❋ Voice & Brand Language

I led brand voice, messaging frameworks and style guide development across campaigns and ongoing initiatives, and collaborated on the brand tagline, Be All In.