SPRAGGETT ON CHESS
Bravo to Levi Jeans for flaunting it! AGAIN. In an add campaign clearly targetting thin to slender females in the 14 to 25 age group, the feminists are up in arms and pushing Levi’s sales thru the roof. ”Where are the thick waisted women?” they argue?
Well, who cares! Not every thin to slender female wears jeans, and neither do the somewhat chunkier females. Levi Jeans is about BUSINESS. About SELLING you a product with an image. Sexy!
”A couple of weeks ago, I walked into a Levi’s store with the intention of picking up another pair of my beloved jeans–the ones that fit my curves, are comfortable, and don’t make me feel like a stuffed sausage. Sadly, I discover, as with so many other things, they’ve discontinued the style. Instead, they have their new “Curve ID” line, which has subsequently taken over the women’s section. Their claim: these jeans allow each woman a custom fit. Great concept, not going to lie, but the truth is there are only 3 options: Slight Curve, Demi Curve, and Bold Curve. Sounded interesting….at first. According to the new branding, “all asses were not created equal.” Frankly, upon reading that, I agree…at least from a superficial standpoint. But as I scan the rest of their advertisement and take in the criteria for each of their 3 new fits, I am flabbergasted. For starters, none of these models are of an average size. In fact, they “average” a size 2–a far cry from the actual average, which is about a 14. As they tell consumers that our asses are individual and should be celebrated as they are, there is an even stronger implication that one ass is far superior than the others: the one ready to fill out their Demi Curve jeans.”