Calling all Lululemon lovers! If you’ve been meaning to hit up a store for some new pants or leggings, today is definitely the day you should do it. Why? Lululemon is debuting their revolutionary new Pant Walls in stores today and they’re completely changing the way you’ve shopped for their pants in the past. Rather than choosing a particular size or style, Lululemon wants you to shop by feel–as in how you want the pants to make you feel. The wall will feature five sensations: relaxed, naked, held-in, hugged and tight.
But that’s not all. To make their new Pant Walls even more special, Lululemon is also debuting new pant styles! Antonia Iamartino, Design Director of Future Concepts at lululemon, is here to talk about all the excitement coming to Lululemon this fall.
SHEfinds: How did the new pants display concept come about?
Antonia Iamartino: We’ve combined sports psychology, science and beautiful design to create a carefully considered spectrum of sensations (Relaxed, Naked, Held-In, Hugged, Tight) that allows our guests to find the right pants for their sweaty pursuit.
SF: What were you hearing from your customers that inspired this new concept?
AI: We’re continually listening to feedback from our guests and ambassadors who tell us that they will perform at their best and be able to unlock their full potential when they’re not focusing on their gear. Getting in the right pants, no matter what sweaty pursuit our guests choose, is key to achieving that moment of ultimate presence and aliveness. Our Pant Wall experience now offers a range of sensations so guests can choose the right pants for their particular needs, grounded in how they want to feel during their workout.
SF: You’re introducing new pant styles – what makes them different from your current offerings?
AI: Our pants are now designed by sensation rather than silhouette and every new and existing pant will fit into one of these five sensations (Relaxed, Naked, Held-In, Hugged, Tight). Like all of our pants, our new styles will continue to incorporate technical, construction and fabric innovation. We’ve introduced zoned compression with our Zone In Tight and All the Right Places Pant that provide support to key muscle groups, and training compression with our Tight Stuff Tight that supports powerhouse muscles so guests can feel streamlined and fast. We are also constantly innovating our existing styles. For example, we’ve introduced a Hi-Rise version of the Wunder Under and can now be found within the Hugged Sensation on our Pant Wall.
SF: Can you talk about the technology built into lululemon pants that make them superior to others?
AI: All of our pants incorporate technical, construction and fabric innovation. For example, we’re introducing a brand new fabric, Nulu™, seamless construction in our Zone In Tight, and a bonded hem on our Tight Stuff Tight to provide distraction-free training.
SF: What’s the one lululemon pant every woman should own?
AI: My personal favorite is the Zone In Tight in the Held-In Category, which helps me feel secure through my abs, hips, bum and thighs during hybrid studio workouts I love.