Be honest: What was the first thing you thought of when you saw this ad?
Unless you’re immune to what American society seems to constantly tell us about what the ideal female body looks like, I think it’s hard not to do a double-take over this print ad, which appears in the current issues of Yoga Journal and Yoga International. My immediate reaction was, “Wow, did they really choose a larger model for this photo shoot? Props to you, Kripalu!”
I emailed Kripalu about the ad, and this is what Kripalu Marketing Operations Manager Joyce Monaco said:
As far as larger models go, we try to appeal to all types and want women and men of all shapes and sizes to know that Kripalu yoga is for everyone.
Online yoga watercoolers such as elephant journal — which describes itself as “a paperless vehicle devoted to bringing together those working (and playing) to create enlightened society” — and the irreverent YogaDork blog have featured some excellent articles and discussions about yoga and body image. Read “What does a yoga body look like?” and “The Curvy Yoga Proclamation: A Letter to Yoga Journal” as just two examples. I added my own two cents on International Women’s Day, with “Mirror, mirror…”
The more steeped I become in American yoga culture, the more I think it’s inevitable that the values and patterns so prevalent in our greater society seep into the culture of the yoga studio. Does it have to be that way? No — and if there’s any system or way of life with the potential to break those types of bounds, it’s the discipline of yoga. That said, when we step into a yoga studio, we don’t check our outlooks, perspectives or biases at the door. Yoga can help us start to undo our samskaras — deeply ingrained, habitual patterns — but only if we are absolutely vigilant.
I would love to see more ads — whether it’s for local yoga studios, international retreats, clothing lines or accessories — feature models who don’t look traditionally enviable. I say this for women and male models, even though the examples mentioned in this blog post pertain to women.
As a side note, I used to live in western Massachusetts, and I spent a weekend on the beautiful grounds of Kripalu Center for Yoga & Health. I actually didn’t go there for a yoga reatreat — I went there for a workshop on taiko drumming — and it was a blast. I’d love to head back to Kripalu one of these days — and the values that I saw conveyed through the selection of this print ad only makes me want to schedule that trip sooner rather than later.
(Image credit: Scan of Kripalu ad printed in Yoga International, summer 2011 edition)
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