Lululemon

Lululemon’s core audience of millennial women no longer saw themselves reflected in the brand. To recapture their loyalty, we identified a pain point: dress codes in the workplace and lingering social taboos around what you can wear and when. Lululemon spearheads a movement encouraging women to be audaciously comfy in every setting.

Phase 1

Undress the Workplace

We’re launching the movement on Women’s Day by posting on LinkedIn, where there’s already an ongoing debate about corporate dress standards. Instead of “casual Fridays” let’s demand comfort everyday.

OOH

Now that women are undressing the code by getting comfy at work, we’re showing up in cities across the U.S. with largest populations of millennial women

Phase 2

Let’s keep fueling the movement by thumbing our nose at societal expectations.

Undress the Green

We’re partnering with golfer Nelly Korda to break the LPGA’s “no leggings” rule, and then we’re paying the fine to stand with her and all women who face unfair sports dress codes.

But we’re going further by calling on the LPGA to permanently change their dress code.

Undress the Red Carpet

Dresses still rule the red carpet. To dismantle this entertainment norm, Cynthia Arivo shows up to the premier of “Wicked: For Good'“ clad head to toe in Lululemon.

Undress the Dress

For a wedding ceremony, a bridal gown is practically mandatory; it’s no surprise that many women opt for a more comfortable dress for the reception. We’re paying for a couple’s wedding if the bride wears Lululemon, because one of the biggest days in a woman’s life doesn’t also have to be uncomfortable.

Lulu Legends

Icons of womanhood dressed in Lululemon hit the streets to get people to rethink staid fashion.

AD: Monica Bains, Mahek Asher, CW: (2nd) Hoang Ho, ST: Amanda Lapin, Taryn Spencer, XD: Juel Downing