lululemon Mesh Soft Jersey
SCENARIO: lululemon introduced Mesh Soft Jersey, a more breathable evolution of the successful Soft Jersey franchise. The opportunity was to re-engage existing Soft Jersey fans while attracting new guests through a seasonal story centered on lightweight comfort and versatility. The campaign aimed to reposition the assortment beyond traditional loungewear, showcasing it as an easy spring and summer uniform that moves seamlessly between downtime, everyday activities, and social moments.
TASK: Translate a fabric innovation into a compelling guest story by educating male guests on the benefits of the breathable mesh construction while reinforcing product superiority.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Pat Young
Art Director: Zander Geddes
Photographer & Prood Co.: Mackenzie Walker, Jupneet Kahlon, Nik Molson, Sean Best, Marlin Olynyk, Adam Flynn
Graphic Design: Lily Poon, Taylor Crain, Maddy Hachey
Copy: Kat Hertz
Creative Operations, Production, and Translation: Alex Bowen, Christine Nairne, Claudia Absi, Patricia Brochu
Casting, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Erin Klassen
Styling: Daisy Andrew, Erin Johnson, Maggie Estache
Digital: Janee Yang, Hannah McNamee, Connor Rashotte
Product Education: Naomi Fisher, Emilie Swan
Merchandising: Elisa Gargarella, Emma Cameron, Nadia Lavassani
Brand: Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
Visualizing cooling comfort
To make the benefit tangible, the creative teams set out to develop an airy visual language that emphasized movement, ventilation, and lightweight comfort. The storytelling combined close-up fabric details and matching-set outfitting. Copywriting focused on tactile, benefit-led language that highlighted breathability, softness, and ease of wear while maintaining a premium, product-first approach across all channels.
OUTCOME
Comfort GOES SKY HIGH
The campaign successfully re-engaged interest in the Soft Jersey franchise and increased visibility for the broader men's loungewear assortment. Men's Loungewear category page traffic increased 200% week-over-week and 74% versus the prior four-week average, signaling stronger consideration and discovery. Email engagement exceeded category benchmarks, while featured products ranked among top sellers throughout the campaign period.The campaign reinforced the value of pairing product education with seasonal relevance to drive consideration for franchise innovations.
