I’m still pissed about the Levi’s thing, apparently.

A couple of days ago I wrote this about the Facebook ad currently running for Levi’s new “Curve ID” jeans.  I’m apparently still annoyed by it, because I spent an hour this morning at breakfast searching for more info on them.  So in a sense, the ad worked:  it definitely piqued my interest.  Just not in a good way.

Two things:

First, instead of Curve ID, perhaps Levi’s should call this revolutionary new system Curve Identity Theft, because they completely stole this idea from Lane Bryant.  I’ve been wearing Right Fit Jeans for two years now, and they’re based on EXACTLY the same concept as the johnny-come-lately Curve ID system:  LB measured a gazillion actual women, and based on that, they came up with three basic shapes of jeans.  This has been a major win for me, because Right Fit Blue is the best-fitting cut of jean I’ve ever had.

And now, Levi’s has done EXACTLY the same thing, and they have the nerve to act like it’s some revolutionary new concept they just now thought of.  What, because LB only fits fat chicks, we can pretend Right Fit Jeans don’t exist?  Yeah, thanks.  I guess that fits with the mentality of a jeans manufacturer who thinks a photo of three identically skinny butts represents bodies of “all shapes and sizes.”  I’m far from the only person to have noticed this.  Most of the articles online regurgitate press release copy directly from Levi Strauss and don’t contain any original research or reporting at all, but the reader comments are rather enlightening.  Even a comment posted under Levi’s own YouTube video points this out.

Thing Two:  I just can’t get past the idea that they ran THAT photo with THAT ad copy.  Does.  Not.  Compute.  This article states that Curve ID “will provide nearly any woman a five-pocket pair of jeans that feels custom fit to her shape,” yet it goes on to point out that the jeans are only made for women up to a waist size of 34 inches.  Do fashion writers read the nonsense they write?  Or is that they believe women with waists bigger than 34 inches aren’t really women and don’t figure in to fashion reporting?  You can say maybe I’m bitter because I would like to have seen some REAL body diversity in an ad marketing a product allegedly developed for body diversity.  But it’s not just me.  Mother Jones agrees with me, and so does Feministing, and  this diversity-in-advertising blogger (what a cool concept, no?), who points out that very skinny white women aren’t perhaps the best subjects to use in an ad about curvaceous butts.  Lots of ordinary people are leaving similar comments under blog posts and articles all over the internet, like here.

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