Levis, the most popular denim jean in the US, is under fire for retooling their advertising, in which they target “curvier” women, and which aims to attract women of all proportions. The ad motto itself is “Hotness comes in all shapes and sizes.”
This sounds like a great idea, doesn’t it? So, what’s the problem? I mean, who could possibly object to this kid of inclusiveness?
Well, take a look at one of their recent ads:
Oooh, look at that booty! Hmm, I’m loving all those different shapes and siz… Umm… that’s not the same woman Photoshopped in different positions, is it? Because I’m having a hard time telling those asses apart right now.
Alright, maybe it’s just me. How about if I look at one of the other ads?
Okay, that’s three different women; I can tell because they have different hair. The one with the blue jeans seems to have a rounder ass than the one in orange, but maybe it’s just a trick of the light. I know, I’ll try one of the silhouette ads — that should give me a better picture.
Oh, look — here’s an ad in which they specifically call out the shapes:
Wow, those are fine lookin’ women, Levis. Oh, my, yes indeed. Why, if I had to pick one for an afternoon frolic, I don’t know if I would go for the woman with the, umm, slight curve… or the woman with the, ehh, slightly less of a slight curve… or the one with the, er, slightly more of a slight curve.
Not that it matters, because:
a) I’m probably too old to be thinking about getting together with advertising models, and
b) They’re all the same freakin’ size in the first place!
Really, Levi Strauss? Nobody in your marketing division has ever run across a woman larger than a size 6?
I know that some of you will be able to distinguish the models because of slight variances in size and shape, but the point is that for a company that’s advertising “Bold Curves”, you would think that they’d have, oh, I don’t know, a woman who’s a size 12 or 14, if only to show a body that’s more than marginally different from the lineup they currently feature.
Okay, okay — before we get the pitchforks and torches, props to Levis for at least publicly acknowledging that there are women who are not stick-thin models, and who might want to have some attractively, well-designed casual wear. That’s great. But after putting millions of dollars into the advertising, it’s a bit disappointing to see that they weren’t (ahem) bold enough to feature some of women for whom they are designing those jeans.
And since I’m thinking about curvy women in jeans, how about a shot of some women who are probably not a size 6: