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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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2.1 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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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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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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My introduction

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Photo from yesterday, working from home, and nothing on that night so in somethjing loose and comfortable. Chose this outfit as I need a coloured shirt on my work calls to keep it remotely professional. I feel relaxed, young, fit. Not a huge amount of effort in this, besides ironing the shirt. This was my first outfit choice and wore it all day until I changed into Pajamas

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Dressed in this for working from home outfit, but slightly elevated than normal as I'm seeing family this evening so a little more formal, but still relaxed. I'm big on skinny jeans and love a street shoe, these are nikes.

I feel youthful, relaxed and relevant.

Not a heap of effort - nothing needs to be ironed.

Typically if I'm going to a restaurant or it's a milestone bday I will more effort, but it was just a relaxed catch up with family

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Heading into a work event on Saturday in the city. I work in technology so it's generally pretty relaxed. Got a light jacket, t-shirt and some standard white trainers. Wouldn't say this was minimal effort as I have colleagues and senior managers that will be at the event so still want to look professional, just weekend professional.

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Heading out to a friends house for a bday BBQ. It's winter neat casual, if we were meeting at a restaurant I would usually wear a dress jacket and maybe a coloured shirt, but they are old friends so something new and nice is all I need. The clothing makes me feel comfortable and stylish and gives me a sense of belonging as my friends wear similar clothing. I was deciding between a loafer or a boot, and went with the boot as it's Melbourne and winter.

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I really like this look, a white trainer, skinny black jeans, a clean hoodie and a denim jacket, can where is most seasons and looks modern and hip. I saw this on Instagram, I follow a few men's fashion channels for fashion and hair inspo - @outfitnarrative and @alexcosta. I often keep an eye on trends on social but also have a keen eye in public and have no fear approaching a stranger with an item on and finding out where he bought it.

This fashion style tells the world that you know what you are doing with yourself, without being too overconfident or edgy. Also know that I'm 45 I've had to tone back the ripped jeans and accessories

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Love a denim jacket, not sure if they trending but I'm seeing them everywhere in Melbourne at the moment and I want in! I didn't seek it out, I just saw this one on Instagram. I love this look as it's shows confidence, an understanding of fashion, sophtication and a little bit of street individualism.

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As I'm aging and leaning more and more towards middle age brands like Country Road and preppy brands like Ralph Lauren, Hugo, Tommy etc. I will wear something like this is I'm seeing my wife's friends or my family as both my mother and wife prefer me in this yuppy clothing. While I'm not as comfortable in at as my street casual style I do like it in the right setting as it helps me fit in which I find empowering and gives me confidence.

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I'm sorely lacking a nice, long winter jacket at the moment, I'm wearing parkers or dress jackets and they just don't keep you warm enough nor look stylish enough. I love this look, premium jacket, cool trainers, skinny jeans. I saw this scrolling Instagram where I get most of my fashion inspo. It's inspiring to me as this man looks successful, confident and empowered.

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An everyday item for me would be a polo into a dress pant or short. Being every day I have easily a dozen different polos and tailored slacks/pants. If I'm after a brand like Tommy or Ralph Lauren I'll head to David Jones or Myer online, if I'm just after a non-brand polo or shirt but after a specific look or colour I will go to ASOS or iconic. Wife is back at work after taking a few years off for the kids so we have a little more disposable income now, so shopping more brand names. I would spend $100-$150 a polo, $200+ on a shirt

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For lounge apparel I really like hoodies, jumpers and sweaters. I have stock standard ones which are just for warmth and mostly around the home that I'll get from Uni Qlo, Zara or Gazman. But then I also like jumpers with unique patterns or prints and find myself going though Etsy and overseas fashion sites to find things unique things I life. Home lounge probably tops $100 on a jumper/sweater, out and about wear is closer to $250

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I like a fitted crew neck sweater - have half a dozen of them and great as they are all year round.

I like the fit, i like the colour and I like the little logo on the chest. Also looks good with a white short.

Crewnecks are so versatile, I could match them with a white short or chinos of jeans.

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I loved these shorts, I like anything that has a pattern or print and the green and white is a great offset.

The patterns are important to me, I like a little quirky pop, I like something that has a little individuality, and these leafy icons work really well.

They are versatile I could wear them to golf, or the beach or a bbq, admittedly not a summer item, but fine for 3 seasons out of 4.

Could easily match with the crew neck that I published above.

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For my last day I'm heading to my father in laws 80th bday. Excited to see my cousins and family. We've got a private room at a pretty fancy restaurant so wanted to wear a jacket and colour. Dress jackets are great at keeping out the chill so I'm gone with my Tommy Hilfiger jacket with a Rodd & Gunn polo. It made me feel confident, modern and in control. I ironed the shirt but besides that not a lot of effort. I wore it with a black boot and skinny black jeans. I was deciding between a polo and a shirt underneath the jacket but thought the polo might be more appropriate.

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This is me and my family at my father in law's 80th in the outfit from the above.

My feelings didn't change at the event, in fact they were probably vindicated. My wifes side has a bit of a class spectrum with tradies who will just come to something like this in a t-shirt and others who will come in full suits. So I thought my outfit was somewhere in the middle and I prefer to hang out with the tradie cousins as they are typically more fun and interesting.