September 15, 2020
A larger Lululemon size offering is finally here. The Vancouver, Canada-based activewear brand announced on September 8 at a press conference helmed by CEO Calvin McDonald that it will offer sizes up to 20 for its core styles by the end of September.
The company currently only goes up to a size 14 for most pieces—and its body-hugging athletic gear is shown on the Lululemon website on models with thin frames.
Indeed, Lululemon has been called out on multiple occasions in the past for body-shaming, according to a report by Bustle. In 2013, former CEO Chip Wilson resigned after stating that Lululemon pants “don’t work for some women’s bodies.” Then, in 2017, a woman’s story went viral after she was allegedly told that she should be shopping for a larger size when visiting the Lululemon store in Canada.
Despite these incidents, the brand continues to enjoy unprecedented popularity in the activewear market, Bustle notes. Several items — including Meghan Markle’s go-to Align leggings—continue to sell out.
What’s more. those who are quarantining and working from home during a time of pandemic are choosing to wear comfortable, soft clothing. Thus, the brand was one of the few that saw a significant sales increase during the first half of the year.
While the brand will offer larger sizes for its core pieces by the end of the month; McDonald promised that the “majority of women’s products” will be more size-inclusive by the end of 2021. He added that it is “an important step forward” for the company.
Research contact: @bustle