lululemon

Jul 2025

Lululemon showcases its Align collection in the Align Mystic campaign, a series featuring model Maureen Tang in a sequence of dynamic athletic poses. The project transitions between vibrant color photography and a grainy, monochrome editorial style, with creative direction by Laura Vandenbergh. The imagery alternates between sun-drenched, natural light commercial portraits and high-contrast, analogue-inspired studio work. By utilizing a mix of architectural window frames and minimalist backdrops, the campaign emphasizes movement, garment texture, and form across its sportswear-focused visual narrative.

Vertical, Commercial, Monochrome

Sportswear

Advertising Campaign