This is one of the latest Lululemon ads & appears on the back of February Yoga Journal. I thought it was charming and funny when I first saw it, but now that I look at it again, in the context of selling yoga gear, it seems crass.
The style reminds me of graphic Russian propaganda in the Stalin era, the colours are definitely borrowed from the American palette, the branding is blatant and understated at the same time.
I love Obama, I love yoga, I think Lululemon is a great company, but still, the whole thing together is a bit creepy.
On the inside back cover there is a short interview with Bikram Choudhury, the guru who has trademarked his method and opened franchises worldwide. He has a lot of fans, but probably more critics. Here are a few Qs & As (I would link but it isn't on the Yoga Journal website yet).
Q. You think yoga should be in the Olympics?
Sports give kids discipline, but you can't always do them. But we can do yoga at 100. With yoga, kids won't do drugs, smoke, drink, go to jail. Competitions will increase yoga's popularity. We can make this world heaven if every child does yoga.
Q. What's the biggest misconception people have about you?
People wonder why I have Rolls Royces, a diamond wristwatch, live in Beverly Hills. I don't want to live in a cave in the Himalayas and meditate for myself only. That's no good for society! I want to spread yoga around the world....
I guess there is nothing inherently wrong with making money, it's a fact of life. Both these instances don't quite sit well with me, because they are commercial enterprises with the end-game of maximizing profits, capitalizing on an essentially spiritual practice. Like Tammy Faye and Jim Baker.
Well, better this than selling guns and starting wars to stay in business.