A couple of weeks ago, I walked into a Levi's store with the intention of picking up another pair of my beloved jeans--the ones that fit my curves, are comfortable, and don't make me feel like a stuffed sausage. Sadly, I discover, as with so many other things, they've discontinued the style. Instead, they have their new "Curve ID" line, which has subsequently taken over the women's section. Their claim: these jeans allow each woman a custom fit. Great concept, not going to lie, but the truth is there are only 3 options: Slight Curve, Demi Curve, and Bold Curve. Sounded interesting....at first. According to the new branding, "all asses were not created equal." Frankly, upon reading that, I agree...at least from a superficial standpoint. But as I scan the rest of their advertisement and take in the criteria for each of their 3 new fits, I am flabbergasted. For starters, none of these models are of an average size. In fact, they "average" a size 2--a far cry from the actual average, which is about a 14. As they tell consumers that our asses are individual and should be celebrated as they are, there is an even stronger implication that one ass is far superior than the others: the one ready to fill out their Demi Curve jeans.
Levi's breakdown of "curvature" goes like this:
Slight Curve
- celebrates straight figures
- defines your waist
- enhances your curves
- frames perfect proportions
- flatters your waist
- smooths your shape
- honors real curves
- hugs your waist
- no gaping or pulling
1 comment:
boo to Levis!
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