Ten years ago, Hypebae began as a question: what happens when women are centered in contemporary culture and style? Turns out… a lot. Over the past decade, we’ve chronicled the shifts, and reflected the way our readers actually live, dress and think. Hypebae is a noun. A marker. She’s the athlete who dresses like a designer, the designer who DJs the afterparty, the founder who still finds time to be a muse. And above all else, she is always making moves. So, it only felt right to celebrate a decade in the business with a brand who consistently celebrates moves through movement: lululemon.
The collaborative anniversary celebration took place in East-London, welcoming guests including Jess Cheng, Eugenia Kimmy, Sasha Ryouok and Tabitha Mary to a day of movement, matcha and more! The group were welcomed into a room that felt genuinely considered: lululemon pieces laid out, and tunes from DJ Maude Churchill. Everyone was decked out in lululemon’s new “Space to Feel” collection; making the space as aesthetic as it was purposeful.
The centerpiece of the afternoon was a 45-minute movement session led by lululemon Ambassador Mai Izumitani, whose approach to teaching yoga carries the same quality as her presence: attentive and grounding. Izumitani led us through a signature flow paying close attention to every body’s individual abilities. After the movement session, it was all about the toast… literally. Aguita Studio, run by chef Flavia Longarini, served toast with gourmet toppings, fresh juice, yogurt and fruit which was exactly right for a post-movement afternoon in good company.
The second half of the day shifted gears into the Styling and Photo Lab, where things got a little more editorial. Guests filtered through a dedicated Styling Lab first, picking out accessories to layer over their lululemon sets with the help of a styling team on hand to pull the looks together. From there, they consulted a moodboard of curated reference images to bring their own interpretation to their portrait sitting. Then came the main event: the Photo Lab, where London-based photographer Saskia Kovandzich captured each guest wearing lululemon as special edition Hypebae 10 cover stars.
The day closed the only way it should: with cake. A birthday cake marked 10 years in the business, with mini versions handed to guests as a parting gift to take home — a small, sweet reminder of the afternoon. Take a look back at the event celebrating Hypebae’s 10th anniversary via the gallery above. To check out the new lululemon collection, head over to the brand’s website.
