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Levi's New Curve Ad Sparks Controversy

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  • Levi
    (PHOTO: Levi's on Facebook)
    Levi's New Curve Ad Sparks Controversy
By Stacey Eldridge, Christian Post Contributor
February 23, 2012|3:12 pm

Levi's new ad for their line of customized shape-fitting jeans has come under fire for combining an empowering message about size and body image with slim models.

The ad which preaches positive body image saying "hotness comes in all shapes and sizes," ironically uses three models of very similar, slender body types. None of the models represent the average size 14 American woman.

Advertising watch dog Copyranter wrote a blog post on Wednesday calling the new ad an insult to all women larger than a size six.

"The company doesn't seem to understand what 'different' means," Jezabel's Anna North agreed. "See, 'hotness comes in all shapes and sizes,' as long as those shapes are minute variations on the same thin, ponytailed woman."

At first North said she thought the three women actually were the same model, just "Photoshopped to have slightly different boobs and butts."

"A closer look at the profiles reveals this probably isn't the case, but it might as well be. The ladies' bodies are so alike that the claim that they represent "all shapes and sizes" is ludicrous," she said.

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Levis representative Ibby Clifford said the intention of the ad was not to include everybody shape. "By no means is the advertising representative of all women's body types across the globe," he said. He also insisted that more diverse body types are also represented on Levis' Facebook page.

Levis' Curve ID campaign is not the only campaign who have faced controversy for their lines, American Apparel were also criticized last year for announcing a plus size modeling competition for their XL line.

In spite of the controversial ad campaign, the Curve ID line has become so profitable for Levis that they have added a new range of cuts and styles, including adding a much larger style called Supreme which is "designed to solve the fit frustrations of the curviest women."

 

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