Style

Troubled Yoga Brand Lululemon Tries To Reinvent Itself With A Fashion Collection

It’s called &go.

1. Late last year, Lululemon’s CEO Chip Wilson claimed that some women’s bodies “just don’t work” in the brand’s pants.

The yoga brand’s sales took a major nosedive, and after a lackluster apology (“I’m sad for the repercussions of my actions”), Wilson was ousted from his leadership role.

2. Now the brand is working on rebuilding its image, and they’re hoping to do that in part through a new capsule collection called &go.

“You don’t have time for a wardrobe that keeps forcing you to change,” reads an ad for the collection. “You’re busy living. We get it.”

3. The capsule collection includes shorts, pants, tights, and a tank top.

 

From left to right: The Here to There Short ($54); Tech Mesh Tight ($108); Here to There Tank ($58).

4. Curiously, a $198 dress that appears in an advertisement for the collection on Lululemon.com doesn’t actually appear to be for sale anywhere on the site.

Oh well.

5. Lululemon hopes this “fashion forward” collection will put it back in good graces with customers.

And business analysts are optimistic, too. “In our opinion, it is the most progressive, fashion-forward line the company has brought to market in quite some time,” said Canaccord Genuity analyst Camilo Lyon.

But we’re not so sure. Lululemon has a lot to prove with consumers, and a $58 tank top is still a $58 tank top — even if it has a cute keyhole cut.

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