Unfold your mat. Take note of your surroundings. Try something new.

lululemon designers spent two years developing the Practice Om Mat on feedback from girls, and we were tasked to create a campaign to elevate why lululemon is so excited about this new reversible yoga mat, and to encourage guests to shop ivivva yoga gear and get ready to take on a summer full of yoga and sunshine.

The launch of this campaign was shot on location on the north shore of Oahu, Hawaii, featuring young local girls. These assets are used to enrich the shopping experience both in-store and via the e-commerce site, and raise awareness of the brand via social channels, digital marketing efforts and as printed collateral.

We are not all supermodels and we used “real” girls in the creative communications. These images by Kate T Parker and Anya Chibis convey that empowering feeling to girls by encouraging strength, confidence, kindness as well as toughness. The images show the beauty, uniqueness and strength of girls as they truly are: messy hair, dirty faces, angry, joyous — whatever it is we captured it.