Challenges for the expression of true yoga in pop culture.

Over the years, yoga has become increasingly well-known and shared, but is it losing its meaning? Is our knowledge based on truth or an ideology that a brand has sold to us as consumers? This blog post aims to express my concerns about this loss of meaning in yoga teachings and encourage a change. On the one hand, the way the West collectively handles and distributes the wisdom of yoga can be viewed as cultural appropriation, but on the other hand, those who study yoga dutifully know that its wisdom was passed down to evolve humanity. How can something that was designed for all of humanity be seen as something that is being culturally appropriated? Do we really need picture-perfect scenery to sell yoga? Wouldn't it generate more class participation if we advertised to people who want to learn yoga? If cultural appropriation can be defined as a lack of respect and appreciation for a culture yet using its symbology to sell products, then we should look at athleisure brands that sell “yoga pants” a little closer to understand what we know and believe yoga to be, collectively.

    After reviewing numerous blogs discussing cultural appropriation in yoga, I noticed a recurring theme influence of a particular brand's marketing and branding strategies. Lululemon, primarily known for its yoga apparel, significantly contributes to the Westernized view of yoga, often associated with fitness and aesthetics rather than its traditional spiritual roots. This is evident in the promotion of 'yoga pants,' which have become a fashion statement rather than a practice tool. The term' yoga pants' was coined by the founder of Lululemon, who was inspired by the tight pants his yoga instructor wore. He combined this inspiration with a new fashion company; thus, yoga pants were born. 

    Creating yoga pants isn't the only problem with this famous brand; their tagline reads, "This is yoga." Implying that what they are selling is the definition of yoga. This leads their audiences to see yoga as a fashion statement rather than a lifestyle and path to ethical living. To bypass all of yoga's rich history and philosophy and to minimize it as a simple fashion statement is cultural appropriation. I don't think we should cancel Lululemon altogether; However, the brand misinformed the population about yoga. It has also done a very important service- spreading awareness that yoga exists, which is better than not sharing its existence. Now that this brand has power, they should use it to spread the truth rather than selling yogic symbols as a commodity. 

    Imagine a world where yoga is not confined to spandex, a specific body type, or a dominant student/teacher code. What if our teachers and students represented a more traditional image of yoga's purpose? To me, this image includes teachers of all body types, no dress code dictating the use of spandex, and studios that cater to the average person. Yoga is a daily effort to improve ourselves. We don't start with a perfect vision of who we want to be. The essence of yoga lies in accepting our imperfections and those of our communities. It's time for our teachings and 'yogic' communities to reflect this. 

    In the future, as we continue to share and expand yoga in our society, we need to remember and respect its rich history and true purpose. Physical fitness and trendy clothing really have little to do with the practice. Let's stop using the appropriate language to describe spandex and workout leggings. While Lululemon has played a role in the promotion of yoga, they have also contributed to the sharing of false images and impressions on what it should look like to practice. As teachers and practitioners, we should hold ourselves accountable and portray an image of yoga that is less of a fashion statement and more of a real-life, everyday, authentic way of living. Lululemon, as a company, should clean up its mess and strive to educate its consumers about the depth of yoga beyond the mat. Consumers can challenge them to do so by strictly not purchasing yoga-related items from their stores. We can stop using the term yoga pants and create a new norm for what it is like to look and feel like a yogi. As practitioners, let's challenge the norm, embrace diversity in our yoga spaces, and remember that yoga is a journey of self-discovery, not a fashion statement.

References    

Deshpande, R. (2021, September 2). What’s the difference between cultural appropriation and cultural appreciation?Yoga Journal. https://www.yogajournal.com/yoga-101/yoga-cultural-appropriation-appreciation/ 

Maasik, Sonia, and Jack Solomon, eds.  Signs of Life in the USA.  9th ed.  New York: Bedford/St. Martin’s, 2017.  ISBN: 9781319056636

Reed, B. (2022a, May 25). Yoga pants: How did they become popular?. tasc Performance. https://www.tascperformance.com/blogs/news/yoga-pants