At Lulus, we’ve always believed that fashion is more than just clothing—it’s about confidence, connection, and celebrating the moments that make life special. That’s why we’re so excited to introduce “We Are Lulus,” our latest brand campaign designed to spotlight the incredible women who bring Lulus to life.
Launching on Employee Appreciation Day during International Women’s Month, this campaign is more than a moment—it’s a movement. We’ll be connecting with our customers on a deeper level, unveiling new collections, and celebrating the creativity, confidence, and individuality that define Lulus.
Why “We Are Lulus” Matters
As a brand built by women, for women, Lulus has always been about more than just fashion—we’re about creating experiences that make you feel seen, celebrated, and empowered.
“Everything we do, we do for her—our customer,” says Crystal Landsem, CEO of Lulus. “This campaign is about strengthening our relationship with our community, reinforcing our place in the dress market, and celebrating the women who make Lulus what it is today.”
With “We Are Lulus,” we’re highlighting the passion, talent, and dedication behind our brand—starting with our very own team. This campaign will give you a behind-the-scenes look at the creative minds shaping Lulus, from the merchandisers curating each collection to the stylists and marketers bringing our vision to life.
And, of course, it’s also about you—our Lulus community. Whether it’s a wedding, a birthday, or just a casual day out, our goal has always been to create pieces that make you feel your best. This campaign is our way of saying thank you for being part of the Lulus story.
How We’re Bringing “We Are Lulus” to Life
A campaign this big calls for something special! We’re rolling out “We Are Lulus” in multiple phases to make sure our message of confidence, empowerment, and attainable luxury reaches as many women as possible.
Spotlighting Our Community
From our own employees to brand ambassadors, this campaign is all about celebrating the people who make Lulus what it is. Get ready for behind-the-scenes content, team spotlights, and personal stories from the women shaping our brand every day.
Putting Dresses Front and Center
At Lulus, we know a great dress isn’t just an outfit—it’s a confidence booster, a conversation starter, and a memory-maker. “We Are Lulus” will showcase our signature styles in fresh, new ways, proving why we’re the go-to destination for on-trend, high-quality dresses at accessible prices.
Taking Lulus Beyond Digital
Fashion isn’t just experienced online—it’s lived in the real world. That’s why, for the second year in a row, we’re bringing Lulus to the streets with a major out-of-home (OOH) advertising campaign. Here’s where you’ll see us:
- New York’s Times Square: A prime spot for making a bold statement.
- Cities Nationwide: We’re showing up near college campuses in Austin, Columbus, Los Angeles, Miami, Nashville, San Diego, Tempe, and more, connecting with stylish young women at a key stage in their life and fashion journeys.
What’s Next? More Ways to Connect with Lulus
This is just the beginning! We’re also expanding our reach through strategic retail partnerships with Nuuly, Poshmark, Von Maur, Dillard’s, and Nordstrom, making it easier than ever to shop Lulus wherever you are.
And with curated collections featuring brands like Dingo 1969, Hunter, Jessica Simpson, Reebok, and Rolla’s Jeans, we’re continuing to bring fresh styles and new category opportunities to our Lulus community.
“At Lulus, we are continuously evolving,” says Patrick Buchanan, SVP of Brand Marketing. “This campaign is about deepening our connection with customers, strengthening brand loyalty, and showing up in ways that feel fresh, exciting, and meaningful.”
We’re beyond excited for everything that’s ahead. This campaign is for every woman who wears Lulus with confidence, style, and joy. Because at the end of the day, “We Are Lulus”—because of you.
We want to see how you wear Lulus! Show us on Instagram and TikTok @lulus using #lovelulus–and check out our We Are Lulus edit!
