Every unforgettable campaign starts with an idea—but it comes to life thanks to an incredible team of creative minds, trendsetters, and visionaries. Our “Fall It List“ is more than just a collection of dresses—it’s a love letter to confidence, joy, and the magic of getting dressed for yourself. Come behind the scenes to meet some of the amazing women who brought this campaign to life.
Marion Mondon, Art Director
Role in “The Fall It List:”
Marion shaped the concept and story alongside our Creative Director, leading everything from location scouting to talent selection to ensure an inspiring, on-brand vision.
Inspiration and Goal:
Her muse? The Lulus customer and her besties—confident, stylish, and always dressed for the moment. The goal was to capture bold, joyful energy and effortless connection. “I focus on showcasing the product at its best, then look for model expressions that blend confidence with candid moments,” Marion shares. “I’m so proud of what we created together–and grateful to every single person who helped bring this vision to life.”
Ayla Ochoa, Head Stylist
Role in “The Fall It List:”
Ayla styled the campaign to reflect the story our art director and creative director set out to tell. “The goal was to capture what a group of friends might actually wear, wherever the weekend took them: casual, cool, and true to real life.”
Cara Fox-Galassi, Creative Director
Inspiration and Creative Direction:
For Cara, It Girl moments happen whenever she’s surrounded by her girls—laughing, vibing, and embracing the thrill of not knowing where the night will lead. “As a brand led by women, we’re all about capturing those real moments that make you feel unstoppable,” Cara explains. “I wanted to bring that feeling to life, because getting dressed isn’t just an outfit.”
Dominique Lafargue, Director of Brand Marketing
Role in “The Fall It List:”
Dominique led the brand strategy, creating a fully integrated experience across every touchpoint—from out-of-home ads to influencer partnerships and social media buzz.
What’s in the campaign:
“We will have some really fun gifting with ‘surprise & delight’ moments,” says Dominique. “That includes a launch event in LA alongside girls’ night out dinners across the country at the ‘It’ restaurants, outdoor digital and print moments, combined with a strong influencer, social + digital social strategy.”
Ali Clopton, Senior Merchandiser
Role in “The Fall It List:”
As a merchandiser, Ali bridges the gap between buying, creative, and marketing—making sure the right products meet the right trends at the right time. She helped ideate the campaign, ensuring every look told a strong product story.
How the name came to be:
“This season we were so excited about all of the beautiful dresses we are bringing to our site and focused on curating an ‘It’ dress for every occasion,” explains Ali. “Lulus is a dress destination, and we wanted to highlight that–as well as feature all of the amazing product our team has created. From trend right details, beautiful, bold prints, and perfect fits, this collection is all about the best of the best in dresses.”
The story the collection tells:
“‘The Fall It List’ is all about the best dresses of the season,” says Ali. “This campaign tells a story about the Lulus girl being the ultimate It girl; having a fun night out while feeling like your best, most confident self. Through fun silhouettes, novelty fabrications, and prints, each piece is a moment in itself–and the perfect start to any night out.
We want to see how you’re bringing this collection to life! Show us on Instagram and TikTok @lulus using #lovelulus, and shop more in our Fall It List Edit!
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