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?