lululemon has always been sharing the concept of "well being" with more people. At the beginning of the new year, the brand will continue to explore Eastern narratives about "well being" within its profound traditional cultural heritage.As the season marking the beginning of the year, "Spring" holds special significance in Eastern culture, with people singing its praises and attributing various positive meanings to it. lululemon sees  "Spring" as an expression of intentionality, concerning one's inner state. Therefore, singing of 'Spring' is a call inward, with the hope of achieving a harmonious"well being" of body and mind.

KREW STUDIO是一家位于伦敦的舞种最全规模最大的华人街舞厂牌,也是首家开创全英K-pop随机舞蹈的舞蹈工作室。她们对亚洲舞蹈及其文化的传播充满热情,旨在打造一个具有文化包容性的舞蹈社区。KREW STUDIO倡导打破文化、性别这些身份界限,相信通过舞蹈可以促成人们彼此间的交流和信任,创造更多的可能性。基于此,我们从其最具代表性的舞种K-pop的美学风格中寻找性别表述在视觉上的多元性,将舞蹈动作中的柔韧与力量赋予品牌logo中,并搭配中性而刺激的品牌色,汲取"E-girls&boys"自我创造的视觉文化中混合、自信且具有挑衅意味的精神气质,感染那些跃跃欲试的人们。

AD: Zifei Li
D: Kun Li / Liangyu Qin / Yi Zhang / Yifan Liu