It takes substantial vision to capture fashion in an engaging way. An image must deliver more than a product on a person; it has to convey a look, an energy and an identity. NYC-based photographer Ryan Plett captures it all. The works of the portrait and editorial photographer convey a clean directness. He pinpoints an instant of activity wherein his subject and their outfit comes to life. Frequently shooting black and white visuals, Plett focuses on pushing the concept of a timeless image forward. In addition to photography, Plett founded the creative consultancy #CURRENTLY. There, he applies his unique skill set toward strategy and brand identity. It was the success of Plett’s blog (he also has a stellar Instagram) that lead to the shift from corporate work to independent creativity, uniting his love of photography and style. With all of that in mind, we commissioned the photographer to bring his artistry to the world of lululemon men and were pleased with the results.
Regarding the collaboration with lululemon, he shares that he’s “a big fan” of the idea of broadening the scope of the brand—introducing the imaginative thinking, innovative materials and technical nature of the products to more people—and “really pushing not only the imagery but the perception of the brand for men.” He sought to do this with “fashion-forward, performance-driven imagery in response to their positioning ‘design for the body that breathes.'” He succeeds, as he has done for years with his documentation of New York Fashion Week, editorial contributions to publications like the WSJ and GQ and even the landscape imagery he snaps for purely artistic and recreational reasons.
Both Plett’s mission and our desire here was to expand people’s perception of lululemon men’s products, with an emphasis on Winter 2016. From the one-piece, waterproof Einn Shell Jacket to the lightweight Surge Thermo Vest, we get an active look at the products’ aesthetic and functional values. Stay tuned for work from four other photographers who also brought their vision to the collection.
Images by Ryan Plett