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The launch of new product was anything but seamless.
Lululemon’s Breezethrough leggings have been pulled from shelves after a slew of customer complaints slammed the new design, which featured a deep V waistband in the front and a Y-shaped seam in the back.
After the apparel’s release earlier this month, Lululemon lovers flocked to the stores to try on the new leggings — billed as seamless in the groin area, an exciting innovation for legging wearers — only to be shocked when the skin-tight fabric and glute stitching was anything but flattering.
For $98, is the possibility of bulging muffin tops and thong-like seams worth it for a lack of camel toe? The women of the internet think not.
Instead of traditional stitching, the latest design features a deep V waistband and stitching that resembles a thong in the back, which was likened to a “whale tail.” TikTokkers and YouTubers shared their disappointments with the placement of the seams, complaining that it sat “too high” on their hips and argued Lululemon “missed the mark.”
“I was hoping the V shape in the back would be flattering but it was too aggressive for me. All I could see was a whale tail/giant arrow pointing to my butt crack,” complained one person.
“They really accentuate my muffin top so it’s a return from me,” one shopper wrote in the online forum Thursday, warning customers not to “bother” with the pants “unless you have a washboard stomach.”
“What were they thinking with a waistband seam?” wrote one critic.
“These pants need United Nations sanctions for war crimes. The things they are doing visually to the people on this subreddit should be punished severely, haha,” quipped another commenter.
“All I can say to all of you is that IT’S THE PANTS. The pants are to blame. Your bodies are fine and great but the pants are not.”
A spokesperson for Lululemon told Business in Vancouver that they have since stopped selling the Breezethrough leggings to workshop the design.
“We have made the decision to pause on sales for now to make any adjustments necessary to deliver the best possible product experience,” the company said.
“We’re excited with Breezethrough’s fabric innovation. As a test and learn organization, we also take guest feedback seriously and there is an opportunity to incorporate what they’ve shared into future designs.”
On Thursday, Lululemon ended the day on the stock market at its lowest in four years, Business Insider reported.
Already, the company had experienced faltering sales and sliding shares in recent months, citing a shift in customer preference.
