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2.1 Each day of this diary task we’d love to get a glimpse into your everyday style and how you put together outfits for different occasions throughout your week. 

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2.1 Each day of this diary task we’d love to get a glimpse into your everyday style and how you put together outfits for different occasions throughout your week. 

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Every time you get dressed for a casual occasion (besides what you sleep or workout in) we’d love you to take a photo of your outfit.

This could be when you're:

At home

At work

A casual social event (e.g. dinner with friends)

Running errands

Going to or from the gym to a social activity (e.g. grabbing a coffee)

Any other casual occasions

Make sure to show us your outfits across multiple occasions. We want to see every outfit you wear this week! Don’t forget to show us your jackets/outerwear and accessories!

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1.1:  To start, please upload a selfie video to introduce yourself.  

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1.1:  To start, please upload a selfie video to introduce yourself.  

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Tell us:

Your name, age, where you live

Tell us what fashion means to you? If you like fashion, what makes you interested/excited about it?

How would you, or your friends, describe your personal style?

What types of style are you currently into? Any trends or specific items? Why?

Tell us about your biggest style icks? Are there any items or trends that are total turn-offs for you?

When and what makes you feel confident in your fashion/style choices? And when/what makes you not feel confident?

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5.3 In a video tell us... [casual option]

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5.3 In a video tell us... [casual option]

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In a video response tell us:

To clarify – by 'the brand', we mean the one shown in the links included in Tasks 5.1 and 5.2.

What did you know about the brand's casual apparel before today? What about their loungewear?

What did you learn about the brand in this process, if anything?

How did you feel about the assortment - was it easy to find something you’d pick for casual/ lounge?

How well do the brand's casual products fit with your personal style? Loungewear?

Before today, would you have considered the brand for casual/ loungewear?

Did this experience change your mind? How so?

What would the brand need to do to become more credible, trusted, and considered for lifestyle/ casual apparel? What about loungewear?

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Welcome to our style diary! Over the next few days, we’ll ask you to document your style choices and preferences. Please be as detailed and honest as possible.  

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Welcome to our style diary! Over the next few days, we’ll ask you to document your style choices and preferences. Please be as detailed and honest as possible.  

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For this project, we will ask you to complete an online diary task. This should take no longer than 2 hours of your time across four days and will include 5 sections. The diary is to be completed by 23rd June.

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3.1: Over the next 5 days, we’d love to see what’s catching your eye when it comes to style and fashion – whether it’s online or out in the world. 

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3.1: Over the next 5 days, we’d love to see what’s catching your eye when it comes to style and fashion – whether it’s online or out in the world. 

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What to do:

Upload a photo or link to anything that inspires you – this could include:

An outfit or styling combo you see online or in real life

A store or display that caught your eye

Content you’ve saved, liked, or screenshot recently

A new apparel item or brand you’ve just noticed

What to share:

With each upload, jot down a few notes:

Where did you see it? (e.g. what platform (e.g., Instagram, TikTok, Pinterest), what channel (what influencer, brand, account), what store, where you were in real life)

Did you seek it out or did it find you? (e.g. something the algorithm served you vs something you spotted IRL)

Why is it interesting or inspiring to you?

Why would or wouldn’t you consider purchasing what you saw?

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4.1: We want to understand how you shop – what catches your eye, and how you make decisions. 

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4.1: We want to understand how you shop – what catches your eye, and how you make decisions. 

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Take some time to go online and imagine you’re planning to one of the following

An everyday/lifestyle apparel item,

A lounge apparel item,

A (non-athletic) jacket/outerwear

Choose one item and let us into your process...

If you want to do this exercise at a store in-real-life, feel free to share photos of that experience instead!

Share some photos/links/visual references of what you find – particularly if there’s something you would love to purchase. In a few words tell us:

Where and how did you start your search? Was it pointed, or did you do some exploration?

If you did some research, where/what were you looking into, and what stood out?

What brands/items did you think about looking at? How did you shorten your list, if at all?

What would you typically spend or be open to spending?

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Imagine you’re getting dressed to meet up with some friends for a casual social event, like a midweek dinner.

Click on one of these links

Women's link

Men's link

What to do:

Pick a couple items (or more!) you’d consider wearing to a casual social event.

Upload a screenshot or image of the lululemon piece(s) you picked and then in a video or text response tell us:

What about these items caught your eye? What do you like about them?

If you love any of the pieces you picked – tell us why.

What attributes stand out to you? Why are these important to you?

How would you style this/ these item(s)?

Can you put together a whole outfit from the site?

If yes, show us what you chose and why.
If not, tell us what you’d style it with from your own wardrobe or from other brands.

If you feel like there’s something missing from what you picked, or what this brand offers generally, – tell us what.

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2.2 Alongside each set of photos, write a few words about your outfit and your mood: 

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2.2 Alongside each set of photos, write a few words about your outfit and your mood: 

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What’s your mood today?

Why did you choose this outfit for this occasion?

How do you feel in it?

How much effort did you put in?

Does your outfit, or parts of your outfit, feel basic, elevated/stylish, or both?

Was this your first outfit choice, or did you change your mind before arriving at this outfit? If you changed your mind, why?

Is there anything you would change about your outfit?

When you are getting dressed to leave your home/go to another location - take a second photo when you arrive at your destination – we want to see how your outfit works in context.

If your feelings towards your outfit changed since you left home – write a few words to describe what changed and why.

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5.3 In a video tell us... [outerwear option]

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5.3 In a video tell us... [outerwear option]

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In a video response tell us:

To clarify – by 'the brand', we mean the one shown in the links included in Tasks 5.1 and 5.2.

What did you know about the brand’s outerwear?

What did you learn about the brand in this process, if anything?

How did you feel about the assortment - was it easy to find something you’d pick for outerwear?

How well does the brands’s outerwear fit with your personal style?

Before today, would you have considered the brand for outerwear?

Did this experience change your mind? How so?

What would the brand need to do to become more credible, trusted, and considered for outerwear?

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What peeked your interest in your search, if anything?

What was frustrating in your search, if anything?

What decision making factors go through your head to figure out if you want to buy it?

What would make you finally pull the trigger and buy it? (e.g. a great review, seeing someone wear it, a limited drop)

What’s currently stopping you from buying it?

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Click on this link

Men's link

Women's link

Imagine it is Fall/ Winter/ Spring or Summer, and you’re in the market for a jacket or coat (e.g. Raincoat, Parka/ Winter Coat, or Trench/ Thin Jackets - depending on your preferences and needs). Please only consider the jackets/ outerwear you would wear in non-athletic settings (i.e. everyday, commute to and from work, going for dinner etc.)

What to do:

Pick out the jacket(s)/ coat(s) that you would consider wearing.

Upload a screenshot or image of the jacket(s)/ coat(s) you picked and then in a video or text response tell us:

What about these items caught your eye? What do you like about them?

If you love any of the pieces you picked – tell us why.

What attributes stand out to you? Why are these important to you?

How would you style it?

If you feel like there’s something missing from what you picked, or what the brand offers in terms of jacket(s)/ coat(s) generally, – tell us what.

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I was in a good mood and excited to get dressed up and catch up with my friends, second time wearing my sandal heels that I love. The top/dressed made the outfit feel quite casual but the belt, lace tights and heels dressed it up quite a bit. I changed my mind from another outfit cause I didn't feel like it was dressed up enough and ended up spending around 20min on figuring this outfit out . I felt really gorgeous in this outfit tbh and felt like myself which aways makes me feel comfortable - I even ended up having to get on a lime-bike in this outfit which surprisingly worked haha.

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Didn't get a photo of the outfit out as the event I went to with my friends had a no photography rules

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This outfit was paired w a pair of high boots, I wore this when I went to an artist dinner arranged by an art collector, as it was about 31c I had to wear something that was quite cool, yet made a strong and lasting impression. Felt really good in this as it is kind of quirky but very comfy still. These shorts are my Nike dri-fit shorts that I wer to the gym/when I go running, love to dress them up in this way as they are so comfy still.

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This was me leaving the event in the elevator. 

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Woke up and had to throw on something that would be airy and comfortable for a Sunday car boot, so put on this draped really comfortable top and a TELFAR long maxi skirt - I love this skirt cause its so flattering, and distressed denim is always so beautiful to me. I also feel like most maxi-skirts aren't actually long enough for me and end at an awkward length, wheres this one def just about reaches the ground, which is why I either wear this with heels or my y3 platform sandals that are sooo comfortable (see next update for detailed picture). I feel like this wasn't a perfect outfit aesthetically necessarily because I think the top needs to be taken in a little bit and I would've preferred a sheer longsleeve or something more sporty tbh - however sometimes when you are in a rush comfort beats fashions.

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Changed in to this as I got home for comfort, love this really thin cropped hoodie, I wear this so much not just at home but out too cause its so easy to bring along, it fits in small bags or can be wrapped around your waist. I also love how the hood fits so perfectly as well as the cuffs being so high on the arms, the silhouette if it is really nice. This outfit just kept me body heat regulated and felt comfy.

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This bag is my go to handbag for most occasions except gym and studio work - its a mowalola bundle bag, it fits so snug underneath ur armand sits there so comfortably! love the color too and it surprisingly fits a phone, wallet, keys. lipgloss and tiny brush +++ so I can bring everything I need w me

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Wore these almost everyday cause of the bright sun - a pair of intage miu miu sunglasses, I love the color that goes really well w my complexion , and love the gold detailing

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Solange wore this to the Telfar show - which is such a nice and simple deconstructed summer-y look. Love the shirt/skirt combo. she just looks really elegant in a really simple way. I found this on google when trying to find mor epicturesform the Telfar 20th anniversary show that was also a part of my inspirations this week

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Telfars 20th anniversary show was hosted in the streets of manhattan and was an open show for the public that has supported his brand since the beginning I think it inspired me both visually in execution and in ethos, love how this look (as well as most of the looks) are a take on the most basic pieces, but played with in a very simple way through pattern design (mirrored/cropped/upside down) love the hotpants and the top - I would def but this whole look tbh in another colourway! I saw this on instagram but google searched the image to get a better one !

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came across this on instagram, love the silhouette of the top, the singed waist and puffy top - I find it really nice when things that are lounge/comfort wear are made in a very different silhouette, it can make things feel really innovative even if it's very simply executed. It reminds me of the stella mccartney x Adidas collaborations, especially the early ones - which I adore.

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Saw this on instagram too - in line w the previous silhouettes of puffy and tight combination, I really love the mixture and contrast of silhouettes and materials, the silver against the matte materials and the low waist. it feels very strangely 20's in an interesting but new way - I think seeing sportswear approaching this sort of "girly" high-femme silhouette, combining classic sortswear materials and more unexpected ones (like the silver above) would be really interesting.

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Saw this on instagram as well - thought the combination of the same material but applied in different ways is soooo beautiful and chic, could work really well on accessories too - say soft loose jackets and then harder, shaped handbags in the same material but applied differently! If I could find these in my size and they were within budget I would def buy - but I feel like these JPG shoes + sock(?) might not even have been produced so might only exist as samples? anyways, I find them so beautiful and elegant

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This cover was styled by a friend of mine - saw it online first and then obviously in stores. But I find this picture and styling sooo gorgeous, love the bootyshorts in this weird slightly matte-glossy material in combination with the harder more tactile belt + the big 80's shoulders + veil. It's very much playing on contrast both in materials and in symbols and expressions - the 80's "masculine" silhouette, w the pink bootyshorts and veil. Outside of the outfit I think th epicture is gorgeous in tonalities, the way the models skin complements the surroundings - the minimalism of the pose, the slight slither of light - I think its gorgeous.

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I love a maxi-skirt and I love grey pieces, so I think this caught my attention because I think maxi-skirts are an easy way to be really comfortable in almost the same way that sweatpants are - just it is a little bit more stylish silhouette wise. I would probably style this with a pair of high heeled boots - and a cropped hoodie

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I like this top, love how Lululemon has the thumbholes for msot of their pieces. I would prefer if this had an ever bigger collar tbh and maybe a more fitted lower ribbed hem tbh. I feel like in general the brand has good basic loungewear, but the fit is not good enough or interesting enough for me to consider buying the loungewear at this price-point - I do like the outerwear and jackets more than the general loungewear as I couldn't really pick that many things that were'nt outerwear

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Really liked this puffy jacket - especially in this colourway, it looks chic and like it would be of good quality. And the discounted price feels fairer than the original price. It's simple and would be a good simple staple piece in my wardrobe but again - not necessarily interesting enough or cool enough for me to consider buying.

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Now this one I really like - I live the strings so you can choose how tight it fits in the waist, which is something I think is really important in jackets - even if they are loose or oversize I still tend to want to control the fit of the hem. Again, love the thumbholes, I find that so sleek and chic on jackets especially. I even like the way it is styled on the model and would probably wear a similair looks, glasses and a miniskirt - effortless yet chic. This is my favorite jacket out of my selection

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I liked this one too but felt like the previous one (the define relaxed fit jacket) is a better version of this somehow - similar fits yet different materials and if it had to come down to a choice between the two of them I'd choose the define relaxed fit one. I still like the shell jacket look of this and the puffy sleeves though. 

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I think a good hoodie is really underestimated and I love how this is almost a funnelneck and feels more like a jacket than a hoodie almost - more like "a piece" rather than just a hoodie if that makes sense. Again thumbholes - great. I am curious what the fit would be like irl. I also think it would be interesting to see more of Lululemons pieces in more interesting materials - say if this was actually in more of a stiffer scuba material. That would feel really interesting and could be quite practical.

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I love a funnelneck and I think this would be a really comfortable piece to wear and the arms have a really nice rounded fit. I think it would be interesting to see Lululemon use the foundations of their staple shapes, and reckognisable designs (like these sleeves, the sewn in pattern on the front of a lot of the pieces, funnel necks) and made maybe a capsule drop or collection that was a little bit more exaggerated and fashionable - still in a sporty essence etc but in a more extreme take. I think the Saul Nash collaboration was a clever move but would be nice to get in a more fashion forward team to try give some more spice to the designs and elevate them, even if it was a small collection just to try out the market for it, but also to push lululemon into retailers like say dover street market etc - this could obviously be from a collaboration with an already established fashion designer or from trying to do more of a spin off line or capsule collection.

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As I mentioned I am in a bit of a Stelle McCartney hole right now and love her collections with Adidas, seeing as they are quality pieces with interesting fits. I started on vinted because I feel like I know there's a lot of Stella x Adidas on there so instead of trying to find it on google or whatever I just typed it in there. I feel like it this item is a very very affordable item for good quality without harming the planet, and I feel like if I was to buy loungewear or something that is like an everyday piece but that is more sportswear leaning I wouldn't be open to spending as much as I would on a statement designer piece at all - so lululemon would have to be either or - either the most perfect basics with a superb fit OR I would need to actually really really LOVE the pieces in order for me to consider buying it.

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It's hard to consider the need to buy a jacket in the middle of the summer - but I have always wanted a proper funnel jacket which I knew Adidas x Stella had - so same thing here, went on vinted to find it. I also looked on ebay but felt like vinted was way more affordable. I was also considering certain more fashion statement pieces, but decided on my sporty obsession to align with the brand and think about what other brands I might go to for what I would potentially look for in Lululemon.

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I actually need a pair of summer flats as I can't walk around in wedges or heels all summer - so this one was way easier - I think I wanted something that is a little off-kilter (cool), but also could look kinda smart so these ballet shoes are a good combination of looking quite cute but still very neutral and interesting - I don't rly like sneakers like that unless I'm working out, so these feel like good shoes to wear on a casual day to day if I want to wear flats. I do walk and bike a lot so it would be good to wear for a semi active day. 