lululemon Chinese New Year Campaign

Inspired by intimate moments of tradition, the creative process began with a personal memory: a mother’s gesture of tucking apples and tying a peace knot for protection. This narrative transforms a familiar symbol into a vessel for modern New Year wishes, bridging traditional sentiment with contemporary storytelling.

The visual strategy deconstructs the geometry of the Chinese knot into an infinite weaving system. This modular framework enables a versatile pattern design in which fluid, interlacing lines mirror both the interconnectedness of community and the physical grace of yoga movements, echoing the brand's core culture.

By translating heritage techniques into a vibrant visual language, this cross-cultural collaboration offers a confident interpretation of custom. The resulting illustration system scales from digital content to physical installations, providing a cohesive lifestyle narrative that resonates across global markets from Shanghai to London.

Client: lululemon

Role: Lead Illustration, Pattern design, Visual identity