WARNING: Exploitation of womanly parts to sell yoga pants! ED: Perhaps the title of this post should be: Lululemon Makes Us Feel Overly Conscious About Our Crotches.
Has lululemon lost their sweat-wicking grip? The below ad “Say No To Camel Toe” is supposed to be “edgy” with a wink and a nod to a familiar, um, creeping sensation. But since when was it necessary to pull out crotch imagery and exploit the “cleft of Venus” in order to raise market value? We imagine since they make a bazillion dollars doing just that.
Are you perhaps offended by this coarse use of camel to sell stretchy $80-90 pants? Fact is, there are so many lululemmings it doesn’t matter what you think! Yes, lulu lollies are so voracious they’ve lifted sales 55% for the mondo company in fourth quarter profit, according to MarketWatch. So, really all you naysayers can just suck it. And apparently Yoga Journal, where the ad appears (ed note: June 2010) has no qualms with Lulu corp being blunt and possibly crossing the line of crudeness to offend its very own reader base. Is everyone trying to be American Apparel er what?
But yes, there is a little anti-lulu revolt already on the rise. A grass roots rebellion has been simmering for a while now and this may have been just enough “edge” to push the boundary to a rally of public boycott. Dun dun dun. Really. Will it matter? Probably not. It’s not like they haven’t been offensive before.
Or maybe this is just the way yoga pop is these days…balls out!
What’s your opinion?
Cultural context: So some of you may be familiar with Fannpack’s wretched and comical “Cameltoe” song from 2003, which for your cultural reference, is provided for you below. Tasteless and tactless: those darn kids these days!
Earlier…Lululemon Goes for Gold, Poaches Olympic Spirit With “Cheer”
Lululemon Seeks Tweeny Boppers, Abandons Yoga Niche for Expanded Fitness Fashion
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The ad is really nice looking and has a great explanation in small print. Honestly, the camel toe tag line is a turn off.
Hmmm, I think it comes across as trying too hard to be edgy a la American Apparel.
i like it! it’s catchy, funny… why would anyone get offended by it? i don’t get it…
I get their point, albeit crude, women don’t ultimately want to to have uh, camel toe;)…, but it is not just their pants that prevent this “situation”, (see link to Urban Dictionary’s word “Lulutoe”…http://www.urbandictionary.com/define.php?term=lulutoe
…it is the women who think compression in pants solve everything. You can’t buy pants that are too small for you to hug in your butt, or you might get the Lulutoe…Buy good quality pants that fit (with a gusset) and this problem is non existent.
Not offended in the least. I don’t LOVE it either; I’m pretty meh…. ok, about the whole thing. I do like the photo in the background though and I think it helps to offset the risque tag line.
I couldn’t see someone getting so offended by this ad that they seriously boycott Lulu. Boycotting for other reasons… ok, but over the usage of “camel toe” in an ad seems a bit ridiculous to me.
“And apparently Yoga Journal, where the ad appears (May 2010) has no qualms with Lulu corp being blunt and possibly crossing the line of crudeness to offend its very own reader base.”
since when does YJ care about what ads it has? They have ads for diet stuff.
I doubt this will affect lulu’s bottom line one iota.
Ah, free speech…accept in advertising…? I respect a publication having a separateness with church and state, it’s like us being non dogmatic when we teach yoga, right? Putting something out there to ponder…and then letting the students stew on it. I did not think this was offensive enough to pull this ad. There have been other instances where magazines will pull a super offensive ad, can;t remember one at the moment…anyone?
I am not a woman but I don’t feel that this ad is offensive. If I were a woman I would love to know that a pair of pants didn’t give me any “camel toe” action.
Can’t believe you wouldn’t either.This is basically a spin-off of the infamous but yet sacndalous “got milk” ad campaigns. There you had Megan Fox or Britney Spears with what one would assume was a milk mustache…
The stands you took on writing htis post was very strong towards the negative aspects of this ad. So when your rocking your Walmart special yoga pants next to another girl in their Lulus we’ll see who has the last laugh in “Camel”
hey, I just found out what a camel toe was not too long ago. yeah, I get it, but it’s stupid. is “camel toe” a phrase everyone is supposed to know about if you’re cool and hip, young, trendy, whatever? I think not.
I am not a woman but I don’t feel that this ad is offensive. If I were a woman I would love to know that a pair of pants didn’t give me any “camel toe” action. Can’t believe you wouldn’t either.
This is basically a spin-off of the infamous but yet sacndalous “got milk” ad campaigns. There you had Megan Fox or Britney Spears with what one would assume was a milk mustache…
The stands you took on writing htis post was very strong towards the negative aspects of this ad. So when your rocking your Walmart special yoga pants next to another girl in their Lulus we’ll see who has the last laugh in “Camel”
I would buy the pants just to test the claim.
Why is there no “Lululemon sucks balls regardless” button available in the multiple choice voting question?
Miz James, what exactly don’t you like about Lululemon?
Ihave you ever sent the an email expressing your concerns or issues?
Thanks for the thoughtful post, YogaDork! The imagery does not offend me in the least and frankly, I don’t understand how a woman’s body parts could be offensive. Would we be so upset if a puppy or a baby was used in a similar fashion, clever pun and all, to describe a soft, comforting texture or a youthful attitude?
To me, this is the more interesting question. No doubt, lulu anticipated a reaction to this “edgy” ad. That was the point, right? But why on earth do we find our bodies, our sexuality, so offensive and shameful? And so much so that a mega-company would see it as an advantage?
Thanks again for getting me thinking. Now, if I could just afford these coveted miracle-bra of a yoga pant.
I totally agree with you Lindsay!
The ad doesn’t bother me. Camel toe is a concern in workout pants. Why not be up front about it?
What grass-roots rebellion? I’ve only read lots of rumblings on Lululemon’s facebook site that their designs have gotten boring and quality has declined. Although their sales are up for now, I predict a drop in the coming year, particularly in the American market.
The phrasing of the ad is crude, but that’s advertising for you. No boundaries anymore, I guess. People get to say whatever they want, regardless of how rude they may sound, but the onus is on them then: they get to be the perso/company who is read as “rude” or crass.
Personally, instead of spending so much money on special pants, I prefer wearing a thong. Holds everything nice and smooth. There’s people in my hatha classes who also *don’t* bother with tight yoga pants. There’s an idea: wear loose clothing instead. I don’t recall it being a requisite of the Pradipika to wear special outfits.
To add: I don’t think it’s that people feel “ashamed” of the camel toe or their bodies (maybe some do, but you’re supposed to leave your ego at the studio door, right?). Frankly, it’s just *uncomfortable* and distracting to have your pants all wedged up in there.
Loose & floppy pants might work for vinyasa class @ the gym but they aren’t so good for Astanga. Then again neither are some Lululemon design details like a small zipper on the back of a pair of pants I bought recently. It’s great if you want some metal digging into your spine in Yoganidrasana….
To clarify …. wasn’t referring to embarrassment of experiencing pants wedging up in class (more ouch! than anything), but the emotional response to the mental image elicited by lululemon’s use of the phrase “camel toe.”
By the way, I do think the ad is tasteless.
Not offensive at all! A lot of yoga pants actually do cause camel toe and it’s not a good look. Can’t you love yoga and have a sense of humor too?
Camel Toe is a common problem women have with yoga pants. How is Lululemon saying they have some pants that can help solve that problem for you even considered edgy or shocking? They are trying to help their customers solve problems they are facing.
This is true that there are other ways to solve the camel toe issue as well, but whats wrong with a company educating their customers.
Really, the most offensive part is the outrageous price of their clothes–which I suppose is part of their draw, making yoginis feel an acceptable level of luxe when Old Navy works just as well…but, agreed: it’s a purposeless visual pun and a cheap attention-getter.
OY! who cares? camel toe a concern for buying pants? maybe if they hurt. but come on! this is just silly. we are women- there are certain things about our anatomy even the miracle of Luon cant camouflage. the LAST thing i think of in yoga is whether or not my cootchie is being accentuated.
i find many other things about LuLu much more irritating. their “stepford wives” employees are generally a pain in the ass- and they’ve never seemed too concerned about that!
ohman, i’m getting soft in my old age, but i have to say… i don’t find it that offensive. i actually find it quite cheeky and charming. i think lululemon has done a good job of treading around the ladyparts aspect of this. in an ad about, well, camel toe, there could have been lots of potential for real vulgarity. but i think pairing the phrase “camel toe” with an image of “camel pose” was clever. and they spared us the crotch shot! i know american apparel wouldn’t have been able to resist the temptation.
finally watched the video — I think that could be deemed more offensive than the ad because it’s about shaming a woman for what she’s got. are those singers 12 or what?
agreed, it’s pretty silly. honestly..it’s super awesome if expensive pants will help ladies feel less conscious about their crotches in yoga class. the glaring “offense” to this particular dork is the use of “camel toe” which is slang and annoying, and now has US self-conscious about not only our own coverage of nether regions but now suspicious of those around us. “everyone’s looking at my crotch now”
What they’ve done here, is act very cleverly to incite a feeling of self-consciousness and inadequacy that maybe didn’t exist prior. Dear lord, I don’t want to have a camel toe! It’s pretty cute that it ties in with camel pose, and it’s not the raciest of ads, but you have to admit their slogan could’ve been a little less crotch-tastic. yes, thankfully they spared us the literal shot.
I don’t agree that this wasn’t an outright attempt to incite a response (like we said it’s their thing). In fact, we were alerted to this ad by people who were freaking right out because they were offended.
Anyway, it’s advertising, and it has us guessing what they’ll pull out of their super cool sleeve key holder pocket next. So it worked, as ele might say.
I feel like I shouldn’t comment on lululemon’s business practice becuase I probably will never be able to afford any of their clothing. For the record, I have yet to have this aforementioned condition while wearing my Old Navy or thrift store yoga pants…..
I’ve gotta try those Old Navy pants – any particular style that’s good?
Post was just as crass making writing the “…balls out!” Misguided assumption about who created the message or just as crass as the message about the camel toe? Advice on the whole thing, like a bad dream…. it will fade like the clouds.
it’s not super offensive, but still not a fan. and yj ads suck. when are they going to quit is with the diet ads, like linda mentions?
OK I’m a guy and wouldn’t say “C…. T..” to my mother or my 15 year old daughter. Lulu should have used better judgment. I am no prude but I have more respect for women than Lulu’s advertising folks do.
Rock on Yogadork!
I don’t find it offensive as I’m comfortable with my body and don’t really care what the people around me think in yoga. So my pants creep up my crotch on occasion, your balls hang out sometimes. It’s yoga and it’s all good. I think “relief from c…. t..” would have been a better word choice than “say no” but it’s not as strong so…
The ad only bothers me IF
1) women in Child’s Pose can’t relax b/c they are worried about their perfectly fine female anatomy and this ad has drawn undo attention to that area and they now are wondering “do I have camel toe” instead of “ooohhhmmmm”.
2) there is no subsequent ad that addresses the male equivalent. The “say no to ball bulge” or “say no to hard ons” pant advertisement.
I would have just glanced at this ad and moved on whilst silently thinking, hell yeah, camel toe sucks. My fellow yogis and I have had jokes about camel toe in the past when discussing pants worn. So really, what’s the fuss? It happens, it’s a real issue for women and why not have a conversation about it? Nothing to be ashamed or embarrassed about. I can think of worse things to get one’s knickers in a knot about, why not direct one’s offence taken to more worthwhile issues instead. Seriously.
now i get why this is called yoga dork
I mean the obscene prices they charge are way more offensive than the ad. Camel toe as an ugly fact of life. I chuckled when I read the ad.
But I don’t think I’ll ever chuckle at their prices.
Oh my…thanks for giving me a good laugh, YD!! And Lululemon! (I will register my protest by not buying their overpriced duds!! Oh wait…I already don’t buy their stuff!) Fortunately, I don’t equate camel toe with my sexuality…mostly just discomfort and a hilarious Molly Shannon skit on SNL.
If I saw the ad alone or with pals or my boyfriend, not an issue. Rather funny. Like Roseanne, I appreciate their cheekiness and their cleverness in juxtaposing camel pose/camel toe.
But if I saw the ad along with, say, an old-school senior yoga teacher, I might feel a bit awkward. And if I were reading it with my parents, I might need to define CT and that would be really weird!
@yogaspy.. I hear that.
saw the ad in my yoga studio tonight and showed it to my teacher to ask their opinion and they immediately said what I had been thinking…it’s just going too far. yoga has a way of opening people up and there’s certainly a vulnerability involved. putting those words out there plants images and thoughts in your head. who needs to feel more self-conscious about their bodies?? especially in yoga class when so much is already coming to the surface, and most of us are in skin tight clothing!
anyway, this wasn’t even an old fashioned senior teach either. offensive or not it’s mainly just inappropriate and unnecessary… and I’m willing to bet most respectable teachers would feel the same way.
Funny! Not offended at all, love the photo. Certainly made me look and link through to read the rest of this story. If one can practice without worrying about the unfortunate camel toe, so much the better I say…
I don’t get why some are offended at all.. and am I the only one who thinks the Lululemon marketing team is kind of genius. They wanted to get mentions on yoga blogs.. and guess what? We’re debating it now.. if they hadn’t said “Camel Toe” we certainly wouldn’t be having yet another discussion about the price of yoga pants…
Though, I’d like to point out that if you’re short you have the opposite problem… Saggy Crotch. I wish there were a corresponding pose for that one!
Not a fan of Lulu ads or Yoga Journal (home of ads featuring Proctor and Gamble, diet pills, wtf!) and don’t care about camel toe. I don’t find the ad particularly offensive, but then again I don’t find camel toe particularly offensive. Anyone notice the double standard here? Is anyone concerned about obscuring male ‘bulge’? Could they tie a witty link between dandasana and a product which minimizes male genitalia? Ha! But why would anyone do that? Sporting a noticeable ‘staff pose’ would be something to be proud of, however evidence of VAGINAS must be hidden! [/feminist rant]
I had another thought on this ad; it’s interesting that the only marking of the brand is the small logo at the bottom & the tiny print up the side. So for company that is trying to be edgy they aren’t shouting out who they are. I mean, not everyone knows who they are.
I love yoga and I would consider myself a peaceful person because of it. However, you seem to project nothing but negativity. Every time I’m linked to one of your posts it’s of you bitching about something or someone. Either you have a split personality and can remain calm and irritated at the same time or you have jumped on the yoga train just to have an opinion about something.
I don’t find the ad offensive. Camel toe is a real concern for yoginis. I’m comfortable with my body, but I still don’t like it when my pants get all wedged up my ass or my crotch. BTW, “camel toe” is not a buzzword for the young, hip, and trendy. I first remember hearing “camel toe” in 1992, when I was a junior in high school.
Lulu ads are generally annoying. They focus too much on the hipness factor rather than the quality and utility of the product. I wish they would market their products a little bit more like LL Bean.
What’s this business about Old Navy yoga pants working just as well as Lulu? I have not found that to be the case. I have tried yoga pants from Target, Gap Body, Old Navy, and other low to mid range retailers. They suck in comparison to Lulu. Even if they are form-fitting when first purchased, they quickly become loose and shapeless after a few washings. For those of us who have a vigorous and/or alignment-focused practice, form-fitting yoga clothes that wick the sweat away are a must to prevent chafing, to allow us to move quickly, and to allow us to see our legs for visual cues so we can align ourselves properly. So far, Lulu delivers more than the other brands I mentioned above.
Furthermore, Lulu clothes are a good investment. I have one Lulu outfit that I wear approximately four times a week. Nothing else. A year later, after countless washings and dryings, it is still form-fitting, the seams are intact, etc. After one season, my Gap, old Navy, and Target clothes were falling apart.
Don’t get me wrong, I would love to find another maker of yoga clothes and try their wares out. Any suggestions? I do like to try the clothes on before purchasing them.
Amanda you should read Yogadork’s other blog posts think you may be jumping to conclusions. “Its all good………………..Whatever”
I love Yoga Dork!
The ad doesn’t offend me, BUT the word “crotch” totally does.
This is not the first time that Lulu has used this tagline in advertising. I live in Toronto, Canada, and last summer a really large Lulu store on a very busy street (Queen West, for those who are familiar) had the front window display all about camel toe. The tag line, “Say no to camel toe” was displayed in large bright letters, and little funny pics were on display too, I believe.
I walked by and was amused more than anything! Here in TO, there was no blacklash, no one seemed offended….. nothing. And I practice close to this Lulu location and I didn’t hear a thing from any upset yogis during change room talk or anything. Perhaps because it was in a fairly “open minded” part of town people didn’t give a crap? Interesting how the same tag line in a different place has a completely different reaction.
Another note; Lulu’s prices are in the same range of any local yoga-clothing designer’s prices. (Again, at least here in TO). I try to purchase local designers as much as possible, as I am a bit of a locavore, but I do own a few pairs of Lulus, and honestly, they are some of the best quality yoga pants ever. Like all things in life, you pay more for quality, but it lasts longer. We’ve been so conditioned as a society to pay less for things- food, clothing, gadgets, that we don’t realize the true cost, say a cheap pair of pants from Old Navy or Walmart really cost the earth.
Please stop buying from people who do not respect the environment. Buy from local designers, find companies using organic cotton (like Lulu) and pay more but buy less.
Sorry for the rant! Thanks for listening!
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