Levi’s 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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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
[...] Photos courtesy of http://www.highsnobette.com. [...]
@ 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!