Lululemon,
Selfcare Product Line Campaign

Julia Kuzmenko McKim photographed and retouched Lululemon’s Selfcare product line campaign (web, POS).

These frames are from Lululemon’s Selfcare product line campaign, photographed at the Lululemon HQ in Vancouver in March 2020.

Having Lululemon file for my work permit and fly me from Los Angeles to Vancouver was a dream come true. I had been a Lululemon customer for years, and getting to work on this experimental product line launch with their kind and talented creative team meant a great deal to me.

The shoot itself was tightly structured, with a detailed brief. It was the first time I had to mentally adjust for each frame to leave extra space around the subject, so the images could be cropped to multiple formats and placements.

The team and the talent were, as expected, very lovely and easy to work with. Our male model had come down with a head cold and felt progressively more under the weather through the afternoon, which did not stop him from following direction precisely, such a champion.

By the end of the day, we were relieved to have gotten everything on the shot list, and a little uneasy too. It was March 2020, the first signs of the pandemic were surfacing everywhere, and we did not yet know what had made Sadiq sick.

We were all OK, but the launch got delayed for almost another year, making this the longest I have ever had to wait to see my work live in a client’s stores. And it was totally worth the wait!