lululemon Tumbled fleece
SCENARIO: As fleece gained momentum beyond the outdoors, it was becoming a defining piece of autumn dressing. With growing cultural relevance and strong guest appetite for seasonal layers, there was an opportunity to establish Tumbled Fleece as a signature fall franchise and capture demand during a key outfitting moment.
TASK: Shift perception of Tumbled Fleece from a functional jacket to a sought-after seasonal staple. The objective was to drive consideration by making the franchise feel contemporary, elevated, and relevant to how guests wanted to dress as temperatures began to drop.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Brandon Viney
Art Director: Matt Penner
Photographer & Prood Co.: Marley Hutchinson, Sean Best, Alex Guiry, Gaelan Glenn
Graphic Design: Michelle Du, Taylor Crain, Maddy Hachey
Copy: Bethan Kwaterski, Massimo Izzo
Creative Operations, Production, and Translation: Beth Murphy, Tristan Merrick, Claudia Absi, Patricia Brochu
Casting, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Becca Randle
Styling: Daisy Andrew, Erin Johnson
Digital: Mila Filipovic, Suzanne Stenason, Connor Rashotte
Product Education: Camille Barbeau-Lawless, Naomi Fisher
Merchandising: Arielle Dalle, Jasmine Dhaliwal
Brand: Melissa Turnbull, Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
From trails to streets
We moved beyond traditional outdoor cues and centered the story on outfitting. Through rich colour, confident styling, and a product-forward creative approach, Tumbled Fleece was integrated into complete fall looks rather than presented as a standalone layer. By showing how the franchise could anchor different expressions of personal style, the work connected comfort and warmth with a more fashion-conscious point of view.
OUTCOME
Tumbled Fleece Over Everything
The campaign generated strong engagement and quickly became one of the strongest-performing stories of the season. Interest extended well beyond the hero product, driving exploration across the broader fleece assortment and reinforcing the franchise as a meaningful destination for fall outfitting. Most importantly, it demonstrated that guests were ready to embrace fleece as both a wardrobe essential and a style statement.
