lululemon corduroy Button-Up Shirt and ABC Classic-Fit Trouser
SCENARIO: To support the fall assortment, lululemon introduced corduroy into the Men’s ABC franchise with a more modern point of view. Paired with the Corduroy Relaxed Fit Long Sleeve Button Up Shirt, the goal was to depict lululemon’s take on traditionally heritage fabric.
TASK: Position corduroy as an easy, go to option that moves between casual and more refined settings, while deepening guest engagement with the ABC franchise.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Brandon Viney
Art Director: Cesar Banares, Nicole Fratesi
Photographer & Prod Co: Anne Sophie-Huot, Chase Fletcher
Graphic Design: Lily Poon, Maddy Hachey
Copy: Bethan Kwaterski, Charlie Tran
Creative Operations, Production, and Translation: Beth Murphy, Samantha Buzza, Kelsey Hamilton, Niloofar Yarmohammadi, Patricia Brochu
Casting, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Becca Randle
Styling: Alexie Gray, Erin Johnson
Digital: Jaya Hasan, Mila Filipovic, Radhi Patel, Suzanne Stenason, Connor Rashotte
Product Design & Education: Katie Garnham, Camille Barbeau-Lawless
Merchandising: Emma Cameron
Brand: Noah Gall, Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
Corduroy Styled for Everyday
The campaign used complete outfitting to bring the story to life, pairing the corduroy shirt with ABC trousers as the hero look while incorporating secondary styling options to showcase versatility across different occasions. Creative focused on everyday moments such as commuting and downtime, making the looks feel effortless and attainable. Ecommerce, Email, and Push worked together to highlight texture, fit, and performance benefits while reinforcing the collection's role in a modern fall wardrobe.
OUTCOME
These new joggers are working out
The campaign generated strong guest engagement and product discovery, demonstrating clear resonance with the positioning of corduroy as a versatile, performance-driven staple. By leading with full outfitting and everyday styling, the work successfully connected guests to both the hero product and the broader ABC franchise, strengthening consideration and reinforcing the brand’s role in elevated everyday wear.
