If you’re tired of hearing about Lululemon, I’m sorry, I don’t blame you. Apparently, they don’t think you are. Beyond a series of real scandals (ie. see-through pants, John Galt, suing Calvin Klein, polarizing Barbie spoof, charging a crisp Benjamin for stretchy pants) Lululemon is known for their comedic, if not bizarre, sensibilities and their yearly pretend scandal, aka April Fool’s Day prank. This year though, I think they should have sat this one out.
(Apologies, if you think this is OMG sooooo funny and you will love lululemon til you die and stuff. This may not be for you. No bigs.)
Perhaps the lulus thought a little levity would distract everyone and remind us all how fun and friendly they really want us all to believe they are. It can’t hurt, right? Except instead of good-natured silliness, they resorted to jumping the sharkasana. What did the brilliant minds come up with as a joke? Lululeather, aka what I call the asinine bovine line. (Full disclosure: vegan in the house, BUT I believe everyone should choose what’s right for them.)
Now if you’d asked me, hey lady, what could lulu do to alienate and offend even more people, especially yogis? I would say, make a tasteless and ill-advised joke about a new leather line, feature cows in the utterly insensitive marketing video where you extol the feeling of “skin to skin,” use the tagline “from farm to studio” and be so unfunny about it that it actually is offensive to the comedic form and cows everywhere. Oh and be even more disgusting with the butcher-style logo. Ugh. (Personally, during the video I couldn’t help thinking, if they show them cutting cow skin one more time I’m going to barf.) Plus the time, effort and money it took to produce the whole thing might have been better spent elsewhere in my opinion. Believe me, I get it, offensive is funny. Overall though, this is lame and just plain dumb, and is one more instance of lulus living in lala land.
But don’t take my word for it, here’s the video:
I think if the company really wanted to live by their policy of “greatness” they should have made it a goal to sit down and meditate for while, silently. Maybe as a joke they should have designed one of their extra fancy tops with a zipper for their lips. And maybe I’m not the only one who thought so. I couldn’t find any posts on Facebook by lulu staff, which seemed strange, but I didn’t have trouble finding comments from offended customers (albeit, certainly amongst other folks who thought the prank was funny.)
Below are a few examples via Facebook. (If you really want to subject yourself to the crossfires, you can always brave the flames of YouTube commenters.)
Amy Sheehan wrote:
Your April Fool’s joke sucked. Gross. Your so called manifesto reads: “What you do to the earth you do to yourself.” At least try and live up to that. Come on, there’s a million other things you could have done for the joke and it could have been funny, unexpected, and not tasteless like this one.
Jill Broersma Olson (who went on quite the yoga shopping spree) wrote:
I think your leather ad is TASTELESS and should be removed asap. I just spent $500 over the weekend on your stuff and am shocked how stupid and insensitive your fake ad is. Someone is your marketing department must have some screws loose and should be fired.
Marion Ambler (also a loyal consumer investor) wrote:
I didn’t think it was funny at all. I’ve just happily cut up about $850 worth of their stuff and never buying another item from them. It was a total slap in the face to anyone who cares about animals.
Uddhava Das wrote:
Your April Fool’s joke certainly got attention. But what a tasteless way of doing ads and getting people to notice. You could have done something funny instead of this cheap skate nonsense.
Yoga is supposed to be ahimsa. But your ad shows that your minds are not. So thank you for showing your inner thoughts. We will not going forward considering you as a supplier for our yoga store…
Hm, did the shareholders approve of this?
So I can yammer on all I want until we’re all lulu’d in the face. And maybe I’m just way too sensitive. What did you think about the joke?
hollypenny is a vegan, a yoga practitioner and a feminist who enjoys defying what that means to everyone who thinks they know what that means. She also enjoys wearing yoga pants and cardigan sweaters. Because they’re comfortable.