Alex Tellez Info

Lululemon – Yoga

lululemon didn't just make yoga clothes. They made the clothes that became yoga. They made something so good that the yoga community adopted it and it became the uniform of the practice. And then everyone copied it. Or copied what they thought it was. And now the whole category looks the same. Feels the same. A practice built around space and breath somehow has no room left to breathe.


"Space to Feel" is Lulu's way back in. Reclaiming what they started.

Director, DP, Editor

Prod Co: Farago, Exec Producer: Davin Signh, Photographer: Laura Jane, AC: Griffen Koerner, 2nd AC: Ben Palmer

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