his season lululemon launched a new fabrication within their Lifestyle bucket for Swim. It was the first time they had designed textured swim at lululemon, and although it’s not meant for surf, they decided to leveraging Malia as their muse to keep buzz around her as an ambassador and set them up for 2020 and beyond, developing her presence as their face of Women’s Swim.
Malia Manuel for lululemon Swim
Growing up in Hawaii, Malia first learned to surf on her father’s shoulders, riding tandem at the age of three. Naturally, as she grew older, Malia became highly influenced Kauai boys and their fluid and progressive style. At 14, she became the youngest surfer to ever win the US Open of Surfing (2008) – both Men’s and Women’s. An achievement that has paved the way for many more of her accomplishments.
Landing Page
Below is the landing page flow featuring Malia
Mailer
Below is the emailer page flow featuring Malia
Timing is everything
Shooting in all natural light we captured both photo and video assets harmoniously, maximizing the golden hour of the late evening sun. This video loop was featured at he landing page hero loop as well on all in store screens
Directing both captures of film and video simultaneously is always a fine balancing act. When done correctly it can maximize both content capture and budgets.
- Designer - Ronnh Warna
- Designer - Lauren Foot
- Photography - Matt Korinek
- Video - Mike Bernard
- Art Direction - Trevor Fleming
