The blogosphere's (or overall) opinion of Lululemon does not fall favorably sometimes, but these latest images featuring the Canadian brand's widely popular athleticwear bring to light a different side of the label. Vancouver-based photographer Fahim Kassam was able to capture some superior visuals for summer 2014 in the rugged and beautiful landscape of British Columbia, Canada. 

Don't act like you didn't look through the photos twice—especially since the quality borders on both lookbook material and art gallery-caliber photos. If this is any indication of a shift in direction in Lululemon's marketing, we're hoping to see more soon.