PRAXIS

 

 

"Yoga originated in India around 5,000 years ago as a way of life that involves religion, philosophy, and physical practice. In recent decades, Western Yoga has become synonymous with the business of self-help, product sales, and corporate developments.

 

In commercial yoga, "health and wellness" are merged with commercial culture's portrait of beauty. Women make up the largest target demographic of corporate yoga. For this reason they are subjected to the same unrealistic body image found by the rest of commercial culture.

 

My installation is a comment on the ever-growing industry surrounding Yoga (both in yoga studios and its related merchandising). I focus most on the multi-billion dollar yoga company Lululemon, which specializes in selling yoga clothes and accessories. I hope to draw attention to the conflicts that exist between the sincerity of traditional yoga and the guile of corporate yoga companies.

 

 

When juxtaposed to the religious example of experienced yoga gurus, the seriousness of new-age yoga fads seems shallow. With the yoga mats, I show how the corporate exploitation of companies like Lululemon weakens the spiritual and beneficial aspects of yoga.