A thought-provoking takeover from artist Jessica Sharville is currently filling the windows of lululemon’s flagship store, honouring Pride in London’s Jubilee year.


Designed to coincide with Pride month, the collaboration brings together the creative talents of retail designers, Lucky Fox and the Brighton-based illustrator, Jessica Sharville.

Jessica’s illustrations work to not only celebrate the diversity of the LGBT+ community, but also highlight the moments of protest, activism and victories that have made Pride what it is today. Central to the artwork are the empowering and celebratory banners and signs, all inspired by the LGBT+ community that surrounds Jessica, as well as photography archives of Pride marches.

When shoppers look closely they’ll see all of Jessica’s illustrated figures are dressed in signature pieces from lululemon’s collection. Jessica was also instore at lululemon’s Regent Street branch to do some live illustration in the brand’s windows. Completing the windows are a new collection of mannequins, standing side by side to give a sense of togetherness.

Creating a fresh, contemporary take on the Pride theme was important for the Brighton-based designers, Lucky Fox. Instead of using the rainbow colours of Pride’s flag, the designers focused on using a neutral palette, allowing the illustrations to speak for themselves. Just the occasional pop of blue or purple nod to the brand’s own colourways.

Commenting on the collaboration, Lucky Fox’s Chief Creative Officer, Jason Traves said: “When lululemon came to us with the brief of creating a window to mark Pride, we knew we wanted to create something that was not only contemporary and different, but was also a mark of respect to the LGBT+ community on this important anniversary year.

“Shoppers are well versed in seeing the rainbow flag colours that are so synonymous with Pride, but we wanted to create something with more depth and sincerity.

“We admire lululemon’s openness to exploring creativity and their bravery in together producing a Pride window with a difference. This was a design that came from the heart for all involved and we hope that shows.”