Levi’s has launched a new line of jeans called Curve ID – and a campaign to support it. The line will feature three different cuts designed to address the universal need for women to ‘find jeans jeans that fit us instead of having to fit into the jeans’.
The line is described by Levi’s as a custom fit system based on shape, not size. The brand conducted global research among women, accounting for more than 60,000 body scans. They subsequently identified three distinct body types that account for 80% of women’s shapes. Other findings from the research included;
- More than half of women (54%) try on at least 10 pairs of jeans to find one pair they would buy;
- 67% of women believe that jeans are designed for women with “ideal” figures;
- Only 28% of women believe that jeans are designed to fit their bodies
The campaign – developed by Wieden + Kennedy – leads with the bold declaration that ‘all asses were not created equal’. Accompanying ad copy also notes that ‘hotness really does come in all shapes and sizes.’
We noticed a similar sentiment across a couple of other apparel campaigns lately, starting with Nike Women’s declaration that ‘my butt is big‘, as well as Old Navy’s enlisting Madame Eva to read your booty, and help you find a better fitting pair of jeans. We like to see brands listening to their customers and helping address the needs of a broader range of feminine figures – but wonder why (or why not) the recent focus from more than one brand on…the booty?