Lululemon bets on ‘away from body’ pants as customers sour on form-fitting leggings

Lululemon is responding to a clear shift in consumer preference by expanding its assortment to include looser, “away from body” pants, moving beyond the form-fitting leggings that built its brand. The strategy acknowledges that post-pandemic wardrobes increasingly favor relaxed silhouettes for both athletic and everyday wear. However, analysts are questioning whether the company’s fashion assortment is well-aligned with this transition, and investors are digesting a disappointing outlook tied to the repositioning.

The development is significant because Lululemon’s identity has long been tied to technical, compressive bottoms. A pivot toward more casual, less structured styles carries execution risk: it requires balancing innovation in performance fabrics with lifestyle appeal, while managing inventory of legacy products that may lose popularity faster than anticipated.

For the broader retail sector, this is a test of how quickly established brands can adapt to cyclical style changes without diluting their franchise. Investors will likely watch sell-through rates, new-product pipeline, and inventory levels in coming quarters to gauge whether the bet on comfort and versatility is a defensive move or a sustainable growth driver.