MICHAEL MAVIAN

LULULEMON
CAMO CAMPAIGN
︎︎︎2020


ROLE:
ART DIRECTION

STUDIO:
LULULEMON IN-HOUSE CREATIVE
For this Women’s S/S2020 product campaign we aimed to capture the moments of pause between breaths and movements, becoming one with our surroundings. Featuring an all-new woven jacquard pattern, this practice of knitting dyed nylon yarn creates beautiful textured patterns that move along with you. Set against a subtle tonal backdrop, this direction is a nod to traditional camouflaged intentions and compliments the graphic quality of the fabric. It represents a unique balance between both creativity and technique.



DESIGN & DIRECTION                            YYZ︎︎︎YVR                            ︎                            W.I.P.                            ©2020