Is the Levi’s Brand Hitting the Ad Mark for Their Curve Jeans?

An old Levi’s jean advertisement from 2010 has managed to circulate the internet again.  Rehashing the criticism previously experienced.

Levi's Curve Id ad - Photo courtesy of

However, the more recent ad does appear to be closer to addressing the concern of representing various curves.  It’s just not as obvious as to those who may not understand female body types.

Levi's more current ad - Courtesy of Shine -
Levi's more current ad - Courtesy of Shine -
What do you think?  At initial glance you would think these three women have the same body type, skinny. 
We admit the copywriting on the first ad above is lacking in effectiveness in relating the brand to the image.  (At least the font matches the words of the text)  In looking at the overall brand and understanding from a fashion stylist’s view-point of there actually being different body curves (apple, pear, triangle, square and not just skinny, average and obese) actually represented in the photo, the side profile from the models doesn’t fully articulate it.  A true fashion stylist  would demonstrate the body type from a full frontal view.  This would be where the viewer of the ad could see that one model is more Marilyn Monroe that the adjacent one.  This is also why we continue to stress to clients and potential ones, that a knowledgable Creative Director  who is familiar with the respective industry is crucial.  This ad simply needed a better translator to explain Levi’s point in their Curves line.  One could easily conclude the first ad was just an overall disaster. 
The second ad is better at showing the different body types, but may be missing in the message of focusing on the uniqueness of the brand.  So where does Levi’s go from here?  Their show at the recently passed Mercedes Benz New York Fashion Week will tell soon enough. 
Hiring a good Creative Director to help execute your brand from concept to print is crucial.  Not all readers are fashion experts so many can easily miss the mark as many critics did.  Don’t let your advertising dollars go to waste.  Contact Above Promotions Company today for your consultation.

5 thoughts on “Is the Levi’s Brand Hitting the Ad Mark for Their Curve Jeans?

  1. I would have to say they have totally missed the mark with both ads. Every rainbow has its curve but these curves look too similar in my opinion. If they really want to address the curvy issue, where are the women with the tiny waistlines & the big hips, where are the girls who have that big behind and those tweety bird legs, what about the one that has just a handfull of butt but some serious thighs? We see them on the streets every single day which means these shapes are not uncommon. While ad managers or whoever puts these concepts together are well meaning, full figure models that truly represent much of what Levi’s is probably trying to capture would love the opportunity to work with them on this national ad campaign. If they want to address curves, then dangit, lets see some curves! That’s my nickels worth on the subject.

  2. Compared to some models seen in print they do look full figure. But your point is definitely relevant and makes sense. It was noted recently that various companies who sell mannequins to stores are getting requests for more realistic sized ones. Although it’s like chiseling a block of ice with a tooth pick, progress is being made. The people are speaking up on a more regular basis and the department stores are hearing. It’s now a matter of getting the ad agencies to clearly articulate it to the public.

    Thanks for your feedback!

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