Lulus kicked off its 2026 summer brand campaign in two distinct phases—Summer Wedding Weekend and Summer Dress Edit—to showcase trend-driven designs at accessible price points. The initiative underscores the company’s focus on elevated craftsmanship, refined fabrics and real-life styling for wedding celebrations and everyday summer occasions.

The first phase, Summer Wedding Weekend, was shot on location in the Bahamas and features packable mesh and plissé fabrics, bold color prints, artful cutouts, corsetry details and romantic silhouettes. Signature design elements like ruffles, neck scarves and soft statement palettes deliver a cohesive look for modern bridal parties and destination events.

Debuting April 27, the Summer Dress Edit offers easy, throw-on styles for beach days, brunches and getaways. The rollout spans influencer-led styling moments, TikTok Live shopping events, always-on social storytelling, IRL activations and digital billboard takeovers on college campuses to drive discovery and engagement.