Introducing The Fall It List: A Celebration of Style, Confidence, and the Joy of Getting Dressed

The Fall It List has arrived–and you’re on it.  At Lulus, we believe being an It Girl just isn’t about being seen, it’s about being unforgettable. It’s knowing your style front to back, curating your closet, and dressing for the version of yourself who always RSVPs yes. That’s the spirit behind our newest brand campaign, The Fall It List, a celebration of joy, confidence, and the magic of getting dressed for yourself. Because you don’t need an occasion–you are the occasion.

Launching on the heels of past brand campaigns like We Are Lulus, Globetrotter, and Friends for Life, The Fall It List invites you to step into the Lulus world—where getting dressed isn’t just a routine, it’s a ritual–and where loving what you see in the mirror is the ultimate goal.

The Fall It List captures the joy, confidence, and connection of getting ready with your best friends before a glamorous afternoon-to-evening escape. It’s a visual celebration of everything Lulus stands for: effortless beauty, unforgettable moments, and the belief that life’s a party—dress like it!

Featured in The Fall It List campaign is a curated collection of dresses and styles made for women who know that confidence is the ultimate outfit. Each piece was created to help you feel joyful, radiant, and completely yourself—whether you’re headed to the cute cafe in your neighborhood or a rooftop with golden-hour lighting.

Both the campaign and accompanying collection are inspired by the women who don’t wait for a special event to get dressed up—they find magic in the everyday. Because loving how you feel is just as important as how you look.

“At Lulus, we believe everyone deserves the confidence that comes from loving how they look—and The Fall It List brand campaign captures this exact sentiment,” said Crystal Landsem, Chief Executive Officer at Lulus. “Every day, customers tell us Lulus is their secret weapon, helping them feel confident, elevated, and ready for their own main character moment. This campaign is a celebration of their joy, and it’s inspired by them from start to finish.”

And in true celebratory fashion, you’re about to see this campaign everywhere. The Fall It List will be featured on billboards, printed newspaper inserts, branded New York City newsstands, wildpostings, and window displays in Los Angeles. 

“Last year, we launched our first national OOH campaign, and we’re continuing to invest in more ways to get in front of new audiences,” said Patrick Buchanan, Senior Vice President, Brand Marketing, Lulus. “This season, that means more billboards in key cities like LA and NYC, along with targeted activations to build awareness—from Girls’ Night Out events to influencer gifting. It’s all about making sure Lulus is top of mind when it matters most.”

The Fall It List kicks off on August 11, 2025 and will run for three months. We invite you to explore The Fall It List Edit, fall in love with getting ready all over again, and wear the dress that makes you feel like you—your boldest, brightest, most joyful self. Because no matter where you’re headed, The Fall It List is here to celebrate you.

We want to see how you’re channeling your inner It Girl. Show us on Instagram and TikTok @lulus using #lovelulus, and shop more in our Fall It List Edit!