Alright, Levi’s, I gotta give you some credit for trying to make both a product and ad that appeals to women above a size 2.
Scratch that. Actually, no, I don’t. Why? Because first of all, whose ass is not equal? Mine, because it’s a size 12 instead of a size 4? Your very tagline undermines your whole campaign by implying the same “some butts, i.e., smaller butts, are more deserving of jeans than others” trope that you’re claiming to subvert. Fail number one. Let me help your ad agency out: All asses of all shapes and sizes are created equal. Muuuuch better.
Fail number two: all the models in the ad are the exact same size and that size is small, smaller than the average American woman you’re supposedly trying to reach. If you put the words ‘Bold Curve’ next to a woman, I expect her to have, um, bold curves and preferably legs that don’t look like toothpicks.
Speaking of the average American woman, your target audience, do you only imagine her as white? Some women of color have just as hard a time finding jeans as some white women and I’d assume you would agree their asses are just as equal, right? RIGHT??? Take a step into the 21st century and cast your models to look a little more like America. Fail number three. You’re out!
It’s true that women who have curves sometimes have a harder time finding jeans than women who have “ideal figures,” whatever that disgusting term means. That’s because companies like Levi’s design for a mostly unhealthy, mostly unrealistic ideal for women and spend little time thinking about those who don’t fit that mold. We’re not grateful, Levi’s, that you’re finally making jeans for us non-models. This curvy girl, for one, is pissed at your demeaning, unrepresentative ads and pissed it took you this long to recognize me as worthy of your product.
The question that goes with “slight curve” is “Jeans too tight in the waist?” This is what they’re posing as the smallest ass, right? Just a “slight curve.” Are they admitting that the way jeans are made now do not even accommodate the slightest of asses? I would like to see more info on that, Levi’s. There’s your angle (no pun intended).
There is a new brand of jeans that are absolutely fabulous for curvy shaped women of all sizes. The brand is Little in the Middle, and this jeans line caters to all sizes of women that have a curvy shape. One of the most interesting thing that it does; is that it is sized one size smaller in the waist than in the hips, so it eliminates that awful gap in the back of your jeans that let your rear end hang out while seated while offering a great fit. http://www.littleinthemiddle.com/v3/litm_shop_jeans.html
Small quibble: women can be skinny and curvy at the same time, and they can be heavier and still not be curvy.
I also find it problematic that the curvier women’s asses are facing the camera, but the “slight curve” model’s side is. I’m not sure what the message is – that if you have a nice ass, it’s more important than the rest of you? The “slight curve” model looks to be the only one having fun, too.
Yes, this too. I’m short and thin but pear-shaped, with a tummy and substantial hips. Most jeans that are the right length are brutally uncomfortable; jeans that are comfy enough through the hips and thighs are several inches too long. And the seemingly base assumption of jeans makers that thin women MUST only want skin-tight jeans that you can’t actually sit down in.
I think I started wearing skirts almost exclusively because I got fed up looking for pants that fit my child-bearing hips and small waist (they don’t exist). I laughed at their idea of a “bold curve.” I won’t be going to Levi’s anytime soon.
Why haven’t custom pants (at a reasonable price) as a woman’s industry been created? I would buy tons.
Because pants are a lot more work than skirts to sew, and even paying the seamstress minimum wage is not going to get you a reasonably priced pair of custom pants. On the other hand, if you know how to sew, there is good pattern software out there, and you can get yourself a custom pattern that way, or via one of the more traditional methods. Personally, I see the pattern software in my future.
I hate, hate, hate shopping for pants! I have a ~29 in waist and ~40 in hip measurements. If you have some dressmaking experience you know thats some serious hourglass. Pants always gap in the back… it’s more of a question of how badly and if it’s also tight in the front. :/ I’m curious to try the pants to see if despite the craptacular marketing if they fit any better.
I think it’s demeaning to smaller women who have to listen to “toothpick leg” and “unhealthy/unrealistic weight” comments. I am a size 2. I am a healthy weight, and I’m proud of it. I don’t starve myself to be this way; I eat appropriately and exercise. What’s wrong with that? I feel like those women who are on the small side tend to get the blame for those who may have weight issues.
Thank. You.
I too was offended by this. I also wear a dress size 2, (but lack in the exercise, shame on me) and live with someone with weight issues. I don’t think big girls quite understand the pressure they put on skinny girls simply by making conversation of weight. This is especially due to the fact that I know when someone’s not stable on the idea of their weight.
To the point, being a size 12 is just as much of an “unhealthy/unrealistic weight” as a size 2.
But on the actual topic of the ad, what the original review neglected to notice, is this:
Notice the top row of text on the ad. “Jeans too tight in the waist?/Waist fits but doesn’t flatter?/The Waist tends to gap in the back?” These are issues noted within the same jean size. Size and shape are two different matters. This explains Why the models are all the same size; they need to be in order to demonstrate this concept. Regardless of the size jeans you wear, you know that certain brands are more or less flattering on your rear because of those three shape-related topics.
Now, I could very well offend more people by ending this with a phrase like this one: Get over your weight issue and notice what the ad is actually about before running your mouth about what a “real woman” is, and about what’s healthy and what’s not.
There. Now we can all be offended together.
No one is bashing on women with thin legs and bodies. I think women of any size can admit that just because someone is thin does not mean they are unhealthy. What people get upset about is that clothing manufacturers cater pretty much exclusively to thin body types. You are catered to…..what is your complaint exactly? What I don’t really understand is why there is even a jean in this special “shape” collection that caters to thin women….don’t pretty much all jeans cater to demi curves? wtf? Btw Tonya, how exactly are thin women getting blamed?
Tonya, if you are happy and healthy at your weight, that’s awesome! I just have a problem with the media making us feel like small sizes are “normal” and anything bigger is not.
I’d just love to have the media show that there is an awesome spectrum of women’s shapes and sizes.
Charlene,
About 15 years ago, Levi’s sold affordable custom fitted jeans.
However, there were definitely kinks in the system, as I learned when I had a fitting. I had to try on several samples that were too tight, and then stand on a block in a very public area of the store. I felt self-conscious standing there on a block with jeans that were extremely tight around the ass and crotch. Then I had to publicly have my ass and waist and thighs measured while the fitter called out the numbers to her assistant. So, yeah, not an enjoyable experience for anyone with body image issues – and women with body image issues ostensibly comprised a major part of their target customer base.
I don’t think the program lasted very long since I never heard any more about it, even though it was heavily promoted initially.
Ooh — Google tells me that Levi’s had a custom fitted line from 1994 – 2005 (first called Personal something and then called Original Spin). It was discontinued due to Levi’s general business woes. If you google custom jeans however, a number of more obscure companies offer this option.
Oh man, this is my pet peeve. A selection of jeans supposedly for any shape out there…as long as it’s skinny, straight, and 6 feet tall.
The GAP is also a serial offender. I’ve had better luck with Eddie Bauer, though unfortunately there isn’t one in my city anymore.
Love this post. I have been working for a long time to get people to listen about jeans and the fit. No one would listen, so I am trying my hand at design and a jean line. Check it out http://www.littleinthemiddle.com. It fits a waist of one size and a hip/thigh of one size bigger for those that are Little in the Middle!!
Not too long ago, I saw some jeans advertised as “Jeans for EVERY woman” – um NO. The sizes started at 000. That’s right – triple zero. I wrote to the maker and she stated that “We do have plus sizes in 10-14. Sweet Goddess help us all! No wonder so many women are dying from eating disorders. We are expected to be a size in the NEGATIVE. Triple zero – disgusting!
I am not disgusting — I am a woman who could use a size 000 (and even smaller sizes) at some stores. Levi’s does not carry my size — even though I thought my measurements fell into their size 00 range the jeans I ordered online (because they don’t even carry that size in stores) from them were so loose I felt that I was wearing a pair of my brother’s jeans. Club Monaco does not carry a size that will fit me as well, even though they too carry a size 00. My size is apparently so unusual that some big name stores don’t even bother manufacturing my size, which I find really odd since I can often find my size (usually 0-1) at department stores, Hot Topic, and even Goodwill.
Now I’ll agree with you, Sandra, I think it’s ridiculous that there even exists sizes 0, 00, 000, because it doesn’t make sense to be size nothing, nothing nothing, nothing nothing nothing. I would rather stores shift the sizes over so that the smallest size is always size 1, but then that might anger some women who are size 1 when they suddenly become a size 4. So I find it problematic that people attach a certain number to themselves. I am not a size 0 — I just happen to wear one because that’s how clothing manufacturers label their clothing.
And I agree with the original post — Levi’s campaign for their new Curve ID jeans just does not work at all. They had multiple events promoting the jeans called “Wear What Fits.” I attended one in San Francisco and was really excited because, well, I was tired of wearing jeans that were just a tad loose — turns out the jeans I donated in exchange for a free Levi’s pair fit way better than any jeans I’ve tried on by Levi’s.
Google “vanity sizing”.
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THANK YOU! I definitely needed the smile this article gave me tonight!