lululemon: Align Mystic

Jul 2025

The Align Mystic campaign for lululemon showcases the brand’s latest athletic apparel through a series of focused, movement-oriented images. Creative directed by Laura Vandenbergh, the project centers on model Maureen Tang, documenting her performing pilates and yoga movements that highlight the form and fit of the collection. The creative approach balances two distinct visual languages. The commercial photography utilizes warm natural light and garden-facing studio settings to emphasize the collection’s vibrant purple tones. Conversely, the editorial components lean into a minimalist, monochrome aesthetic, utilizing grainy, analogue film textures and chiaroscuro lighting to focus on the technical lines of the sportswear.

Vertical, Commercial, Monochrome

Advertising Campaign