The new ads for Levi’s Curve ID jeans were released last week. Despite my best hopes- they were a little more than disappointing. When I look at the models of these jeans, the last words I think to describe them are “curvy”. In fact, I think the only person who’d actually consider these girls curvy is Jiminy Cricket. It’s time to face the music, the average woman is a size 14- NOT a size 4.
Though the attempt may have been with the best intentions, Levis Jeans has a while to go before they realize what America means by “curvy”. With the print ad boasting: “Hotness comes in all shapes and sizes” I would call Levis Jeans outrageously bold. The women shown could only be a size or two apart…. and many sizes away from curvy.
While advertisers are having great difficulty these days, merchandisers seem to be profiting well. Many companies providing a wider selection of sizes for women to choose from are seeing an increase in sales. This really comes as no surprise to me. If people can actually fit into your jeans, why wouldn’t they be more inclined to buy them?? Unfortunately magazines, posters, and billboards still see clothing as something to be “one size fits all”.