Ivivva X Lululemon
A SoCal Summer in Motion
Fashion lookbook photography
C&I Studios shot this mini summer lookbook on Balboa Pier and Balboa Beach for Lululemon Athletica and Ivivva Athletica. Both brands are built for movement in any season, so we set out to capture a look that lives in the Southern California lifestyle.
To ground the shoot in something real, we brought in a SoCal native, Infinity Surfboards out of Dana Point. The result is a set of fashion and lifestyle images that feel effortless, sun lit, and true to the coast.
Ivivva X Lululemon
A SoCal Summer in Motion
C&I Studios shot this mini summer lookbook on Balboa Pier and Balboa Beach for Lululemon Athletica and Ivivva Athletica. Both brands are built for movement in any season, so we set out to capture a look that lives in the Southern California lifestyle.
To ground the shoot in something real, we brought in a SoCal native, Infinity Surfboards out of Dana Point. The result is a set of fashion and lifestyle images that feel effortless, sun lit, and true to the coast.
Setting the Scene on Balboa Pier
Balboa Pier set the tone for the whole shoot. We worked through the golden hour light, letting the boardwalk, the sand, and the open water frame each look the way a real summer day on the coast would.
Shooting on location meant chasing the light rather than fighting it. We timed every setup to the sun, used the pier railings and the open beach as natural lines, and kept the styling loose so the clothing always felt lived in. The goal was a frame that reads like a moment you stumbled into, not one we staged.
Two Brands, One Coastline
Lululemon and Ivivva share a point of view, so we styled the looks to move between them without a seam. Surf, skate, and street all played a part, each one shot to feel like a natural part of the same afternoon.
Bringing in Infinity Surfboards out of Dana Point grounded the whole story in real Southern California culture. The surf looks read as authentic because the gear and the setting were authentic, and that honesty carried through every wardrobe change, from the water line to the boardwalk and back.
Built for Movement
From the first push on a skateboard to a sprint up the steps, every look had to hold up in motion. We shot for the action, not around it, so the clothing reads the way it actually performs.
Surf, skate, ice cream on the boardwalk, and the golden light off the water all came together into one easy SoCal afternoon.
Built for Movement
From the first push on a skateboard to a sprint up the steps, every look had to hold up in motion. We shot for the action, not around it, so the clothing reads the way it actually performs.
An All American Summer
We closed out the day with the stretches, the runs, and the easy moments in between. Stars and stripes, salt air, and a coastline that never stops moving, all of it shot to feel like the best part of summer.
As the light dropped, the energy moved from posed to playful. We captured the cartwheels, the sprints up the steps, and the quiet beats by the water, balancing campaign polish with the spontaneity of a real day outside.
