Where Are the Curves?

There are several problems with Levi’s Curve ID Jeans. Notice anything?

The jeans, categorized as the “slight curve,” the “demi curve,” and the “bold curve” are anything but curvy. Rather than representing diverse body types, rather than representing diverse women, Levi’s advertisement simply repeats what we are used to seeing in fashion ads: the image of light-skinned, unhealthily shaped woman touted as normative.

This is particularly disheartening given Jen Phillips’ (of MotherJones.com) reminder that Levi’s used “60,000 body scans from 13 countries to develop the fit system.” With this line, Levi’s was in the unique position of representing, with their jeans and with their ad campaign, diverse bodies. My curves are not represented here. Are yours?

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3 Responses to Where Are the Curves?

  1. This ad is for skinny women with teeny, small, and smallish hips and/or butts. My hips-heavy curves are definitely not represented here. It is truly a shame. Thanks for pointing this out.

  2. Cristy says:

    You can’t judge someone healthy or unhealthy simply from the size of their body, not that other people’s health is your business anyway. That being said, I have felt the same frustrations about the same kind of women being used in advertisements for things that are supposedly for everyone but really aren’t.

    • Hi Cristy. Thanks for your feedback. You are right: it is important to remember that there is health at every size. I do think, however, that our bodies and the health of our bodies should be of public concern. We have increasing amounts of bodily policing and regulation in our culture. Considering the heightening number of women and men of all ages with eating disorders, we need to combat the messages that privilege a specific body type as not only ideal, but also as normal; I think that such messages are regulatory in and of themselves. Advertisers won’t stop offering consumers a singular body type unless we raise this as a thing of concern. Europe did this in 2006 (though I’m not sure how it’s holding up). Models below the body mass index of 18 were not allowed to walk the runway. Again, thank you for the input. I would love to continue this conversation!

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