‘It’s very culty’: the bizarre billion-dollar downfall of fashion company LuLaRoe

‘It’s very culty’: the bizarre billion-dollar downfall of fashion company LuLaRoe

Roberta Blevins first heard about the leggings in the fall of 2015, in a post by a fellow member of a motherhood-themed Facebook group. They were loudly patterned, buttery soft, interesting – clothing functional for chasing around young children, accommodating of changing bodies post-birth, and cute enough to be socially acceptable outside the home. The woman who advertised the leggings said she bought them wholesale from a company called LuLaRoe, and sold them for double the price. Blevins was intrigued. She was struggling with the alienation of young motherhood and looking to supplement her family’s income, and LuLaRoe offered an alluring, soothing promise: sign up to be a retailer, and you could run a successful virtual boutique out of your home while still being present for your kids. LuLaRoe seemed …
More on: www.theguardian.com