Adobe Photoshop, Adobe Firefly, Canva Magic Studio, Google Gemini, lovart.ai
Independent concept campaign (USC DSM 510, Section 21850) completed in September 2025, looking at what holistic wellness means through a Lululemon x Erewhon partnership to create a viral campaign using AI-generated content. Just a few weeks later, Lululemon and Erewhon announced a real partnership. Applying classroom strategy, this project demonstrates a strong understanding of brand identity, trend awareness, and cultural foresight.
Roles:
Stephanie Liu: Concept direction lead and tote bag designer
Dian Jiao: Wellness kit designer
Cynthia Xiang: Water bottle designer
Background:
Freshly moved to LA, we instantly gravitated towards Erewhon—a brand that, to us, embodies the local lifestyle rooted in fashion, social media, and health-conscious activities. Upon researching other athleisure brands like ALO Yoga, I proposed Lululemon for its global reach, well-established brand identity, and community engagement efforts.
Lululemon’s Local Run Club and the recent John Summit pop-up at the Vessel in New York City demonstrate a holistic approach to wellness that felt synergistic with Erewhon’s focus on locally sourced products and local partnerships. Both brands share a community-centered and health-driven mindset. Not long after, this classroom concept mirrored real industry moves.