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Levi’s Launches Curve ID Jeans

20 August 2010, 12.17 | Posted in Common Sense, Denim, Design, Fashion | 4 comments »

Levis Curve ID IMG 3230 540x405 Levis Launches  Curve ID Jeans

With the tag line  stating t “All Asses Are Not Created Equal,” Levi’s launched the Curve ID denim  for women  in New York last night. The line offers to remediate  some  common fit issues like gaping waistlines, too tight  waists and curvy to straighter hips . The idea is “Jeans for All”  in these  three fits: slight curve, demi-curve and the bold curve. To find the right fit each shopper is measured to asses their waist to hip ratio, addressing  shape more than  size.

We applaud the idea of addressing the variety, however,  as you will see in the event images we had hoped the marketing or at least the demonstration would have gone “all the way” in showing more visible  variety in  body shapes  and frankly ethnicity (why not?).  We’re suckers for out-of- the box, so  ads that would shake up  some  body/ethnic  stereotypes  would be fab  ’cause  truly we ‘ve heard them all. The models you will see in the event  images are gorgeous, but the truth is you have to really zone in on each one to really see their curve differences .

On the bright side, most of the  wide variety of event attendees were able to find a pair that fits! The kings of denim  might be on to something big…Take a  closer look on the next page , courtesy of the amazing William Yan.

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  1. [...] This post was mentioned on Twitter by Shopping and Style, Style Urls. Style Urls said: Levi’s Launches Curve ID Jeans: With the tag line  stating that ” All Asses Are Not Created Equal” Levi’s launch… http://bit.ly/aiAGTp [...]

  2. bibi:

    what a bunch of c BULLSHIT

    i was SO excited when i heard about this campaign i was like YES FINALLY and that 3rd one on the right is their idea of CURVY!? GIVE ME A BREAK
    there i was expecting some kinda jlo/latina/afro american kinda common body type but NO, just 3 skinny minny white girls

    where can i complain

  3. [...] Photos courtesy of http://www.highsnobette.com. [...]

  4. @ Bibi that is one of the reasons we mentionned that the choice of models in this case worked against the concept. Body types vary from woman to woman as you know. As much as you might find a certain body type more prevalent within a certain ethnic group , that would not even be in our minds the right way to look at it, because every ethnic group has all of them.( which is where a stunning ad campaign that would breaks those stereotypes would have made this MAJOR)

    Anyway, we say give them a try! One of the attendees with a waist in the 20’s( inches) and hips in the 40’s actually got a good fit. True story, and by the way Levi’s has not payed us a dime!

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