Levi’s New Ad Campaign Falls On Its Butt

Alright, Levi’s, I gotta give you some credit for trying to make both a product and ad that appeals to women above a size 2.

Scratch that. Actually, no, I don’t. Why? Because first of all, whose ass is not equal? Mine, because it’s a size 12 instead of a size 4? Your very tagline undermines your whole campaign by implying the same “some butts, i.e., smaller butts, are more deserving of jeans than others” trope that you’re claiming to subvert. Fail number one. Let me help your ad agency out: All asses of all shapes and sizes are created equal.  Muuuuch better.

Fail number two: all the models in the ad are the exact same size and that size is small, smaller than the average American woman you’re supposedly trying to reach. If you put the words ‘Bold Curve’ next to a woman, I expect her to have, um, bold curves and preferably legs that don’t look like toothpicks.

Speaking of the average American woman, your target audience, do you only imagine her as white? Some women of color have just as hard a time finding jeans as some white women and I’d assume you would agree their asses are just as equal, right? RIGHT??? Take a step into the 21st century and cast your models to look a little more like America. Fail number three. You’re out!

It’s true that women who have curves sometimes have a harder time finding jeans than women who have “ideal figures,” whatever that disgusting term means. That’s because companies like Levi’s design for a mostly unhealthy, mostly unrealistic ideal for women and spend little time thinking about those who don’t fit that mold. We’re not grateful, Levi’s, that you’re finally making jeans for us non-models. This curvy girl, for one, is pissed at your demeaning, unrepresentative ads and pissed it took you this long to recognize me as worthy of your product.



Filed under Feminism

92 responses to “Levi’s New Ad Campaign Falls On Its Butt

  1. Kala

    The question that goes with “slight curve” is “Jeans too tight in the waist?” This is what they’re posing as the smallest ass, right? Just a “slight curve.” Are they admitting that the way jeans are made now do not even accommodate the slightest of asses? I would like to see more info on that, Levi’s. There’s your angle (no pun intended).

    • lee

      There is a new brand of jeans that are absolutely fabulous for curvy shaped women of all sizes. The brand is Little in the Middle, and this jeans line caters to all sizes of women that have a curvy shape. One of the most interesting thing that it does; is that it is sized one size smaller in the waist than in the hips, so it eliminates that awful gap in the back of your jeans that let your rear end hang out while seated while offering a great fit. http://www.littleinthemiddle.com/v3/litm_shop_jeans.html

    • September 15, 2011 GREAT post! Daniel and I also read a LOT of books drnuig our engagement. Communication is so important, and a tremendous amount of marital arguments have probably arisen for all of us simply due to lack of communication. I also agree with the “cutting the apron strings” point. Thankfully, we are both very independent people (and always have been), so this one really isn’t an issue for us. However, we have seen friends who call their parents and then they all team up against the spouse. Daniel and I actually have the same love languages (which is apparently uncommon) – quality time and words of affirmation. Our 4 year wedding anniversary is coming up next month, and I continue to feel more blessed each and every day!

    • Kristine

      What it means is if you have a straighter frame, you often have to size down so jeans that fit in the rear are often too tight in the waist.

      • Deb.

        I’m a 50 year old woman and my jeans size is a size 1. I have been “skinny” with no ass, no chest, no hips. If anyone can make a peer jeans to fit my body type I would absolutely be thrilled. But I don’t think Levi is going to do it today… All the women in this it had have a “BIG ASSSS” I really don’t think the women are that skinny but I do think they are over proportioned in the rear!

  2. Small quibble: women can be skinny and curvy at the same time, and they can be heavier and still not be curvy.

    I also find it problematic that the curvier women’s asses are facing the camera, but the “slight curve” model’s side is. I’m not sure what the message is – that if you have a nice ass, it’s more important than the rest of you? The “slight curve” model looks to be the only one having fun, too.

    • Yes, this too. I’m short and thin but pear-shaped, with a tummy and substantial hips. Most jeans that are the right length are brutally uncomfortable; jeans that are comfy enough through the hips and thighs are several inches too long. And the seemingly base assumption of jeans makers that thin women MUST only want skin-tight jeans that you can’t actually sit down in.

      • xoanniex3

        I’m the same way! I can never find jeans. If they fit my butt and my waist, they are wayyyy too long. Even if they’re petites! I thought I was the only one. I don’t personally know anyone else with my problem. I always get so frustrated trying to shop for any pants.

      • I think we need to start a club. This is my life, these comments right here. Its so damn frustrating. Petites in Kohls and JcPenny dont even cut it for me. Im 5’3″ and thats not as short as some women I see, and the petites are still too long – especially when size 14 is in play. Ugh!

      • I have to buy little girls jeans in order to wear any type of jeans and even then some of them are way to long. I do have a tummy, but no ass and no hips. Blah!! I am 5’4 and I wear a 16 1/2 in little girls, this is so not usual. I am also 37 years old and can fit my 14 year old son’s jeans.

  3. I think I started wearing skirts almost exclusively because I got fed up looking for pants that fit my child-bearing hips and small waist (they don’t exist). I laughed at their idea of a “bold curve.” I won’t be going to Levi’s anytime soon.
    Why haven’t custom pants (at a reasonable price) as a woman’s industry been created? I would buy tons.

    • Heather

      Because pants are a lot more work than skirts to sew, and even paying the seamstress minimum wage is not going to get you a reasonably priced pair of custom pants. On the other hand, if you know how to sew, there is good pattern software out there, and you can get yourself a custom pattern that way, or via one of the more traditional methods. Personally, I see the pattern software in my future.

  4. I hate, hate, hate shopping for pants! I have a ~29 in waist and ~40 in hip measurements. If you have some dressmaking experience you know thats some serious hourglass. Pants always gap in the back… it’s more of a question of how badly and if it’s also tight in the front. :/ I’m curious to try the pants to see if despite the craptacular marketing if they fit any better.

  5. Tonya

    I think it’s demeaning to smaller women who have to listen to “toothpick leg” and “unhealthy/unrealistic weight” comments. I am a size 2. I am a healthy weight, and I’m proud of it. I don’t starve myself to be this way; I eat appropriately and exercise. What’s wrong with that? I feel like those women who are on the small side tend to get the blame for those who may have weight issues.

    • Erin

      Thank. You.
      I too was offended by this. I also wear a dress size 2, (but lack in the exercise, shame on me) and live with someone with weight issues. I don’t think big girls quite understand the pressure they put on skinny girls simply by making conversation of weight. This is especially due to the fact that I know when someone’s not stable on the idea of their weight.

      To the point, being a size 12 is just as much of an “unhealthy/unrealistic weight” as a size 2.

      But on the actual topic of the ad, what the original review neglected to notice, is this:
      Notice the top row of text on the ad. “Jeans too tight in the waist?/Waist fits but doesn’t flatter?/The Waist tends to gap in the back?” These are issues noted within the same jean size. Size and shape are two different matters. This explains Why the models are all the same size; they need to be in order to demonstrate this concept. Regardless of the size jeans you wear, you know that certain brands are more or less flattering on your rear because of those three shape-related topics.

      Now, I could very well offend more people by ending this with a phrase like this one: Get over your weight issue and notice what the ad is actually about before running your mouth about what a “real woman” is, and about what’s healthy and what’s not.

      There. Now we can all be offended together.

    • maryalice

      No one is bashing on women with thin legs and bodies. I think women of any size can admit that just because someone is thin does not mean they are unhealthy. What people get upset about is that clothing manufacturers cater pretty much exclusively to thin body types. You are catered to…..what is your complaint exactly? What I don’t really understand is why there is even a jean in this special “shape” collection that caters to thin women….don’t pretty much all jeans cater to demi curves? wtf? Btw Tonya, how exactly are thin women getting blamed?

      • Kristine

        “Toothpicks” for legs is bashing and condescending. I don’t imagine the term “logs” for legs would be tossed off so lightly.

      • fernando

        I was curious about what all the talk was about. As a guy im on neither side of the fench so this doesnt apply to me but even I can clearly see how the “toothpick” leg women were thrown under the bus on this one. It’s funny how the writer tears into levi for not including all women but then goes on to hate on the women it does seem to cater to. Where is the logic in that? How is it Ms. Size 2’s fault? Isn’t she a women to? As an overweight male I can understand the feeling of rejection by product companies and other various industries that cater to the “ideal” male but should these models carry any blame for it? Would I also like an awesome pair of pants that fit great too? Hell ya but they dont make awesome pants in size 48, they do in size 28-38… the jerks but I dont blame my fit friends for that (I just secretly hate them, lol). You take the good away from what you are trying to say by taking the time to bash another group at the same time.

      • Alleigh

        I know this comment is old, but in addition to the rather obvious “toothpick” comment, the sarcastic “Alright, Levi’s, I gotta give you some credit for trying to make both a product and ad that appeals to women above a size 2” is pretty offensive too. You know what? As someone who WEARS a size two, it’s a huge pain trying to find jeans that fit. I can’t buy jeans from places like Walmart, because they usually don’t even carry my size. If a place DOES carry a size 2, they’re usually about 4 inches too long. I have managed to find only a couple (literally, two) stores that consistently have pants that fit me (and one only works for jeans, they don’t carry short sweatpants or anything).

        Honestly, is it easy for ANYONE to buy jeans? Because it’s pretty unpleasant for me.

    • Shelley

      You tell em’ Tonya!!!

    • Steph

      A – MEN Tonya! I am so tired of the hypocrisy of women in the double digit size category who think nothing of throwing out every mean name they can think of about women who are skinny but will actually turn around and take offense if someone simply uses the term “fat” for their supposed “curves.” As depressing as it may be to the bigger sized women size 2 + healthy + realistic is possible.

    • Retig

      Tonya, completely agree with you. I eat healthy (without counting calories or dieting), I exercise a great deal (martial arts), I have a well-toned body and I am a mother, I have a very healthy blood pressure, cholesterol and blood sugar levels, hematocrit levels etc.,as well as a very strong immune system. …I wear a size 0. I also can’t seem to understand the logic why our small sizes are unhealthy or unrealistic! I am very healthy and I am real, and I know many others like me!

  6. Tonya, if you are happy and healthy at your weight, that’s awesome! I just have a problem with the media making us feel like small sizes are “normal” and anything bigger is not.
    I’d just love to have the media show that there is an awesome spectrum of women’s shapes and sizes.

  7. Maggie


    About 15 years ago, Levi’s sold affordable custom fitted jeans.

    However, there were definitely kinks in the system, as I learned when I had a fitting. I had to try on several samples that were too tight, and then stand on a block in a very public area of the store. I felt self-conscious standing there on a block with jeans that were extremely tight around the ass and crotch. Then I had to publicly have my ass and waist and thighs measured while the fitter called out the numbers to her assistant. So, yeah, not an enjoyable experience for anyone with body image issues – and women with body image issues ostensibly comprised a major part of their target customer base.

    I don’t think the program lasted very long since I never heard any more about it, even though it was heavily promoted initially.

  8. Maggie

    Ooh — Google tells me that Levi’s had a custom fitted line from 1994 – 2005 (first called Personal something and then called Original Spin). It was discontinued due to Levi’s general business woes. If you google custom jeans however, a number of more obscure companies offer this option.

  9. Oh man, this is my pet peeve. A selection of jeans supposedly for any shape out there…as long as it’s skinny, straight, and 6 feet tall.

    The GAP is also a serial offender. I’ve had better luck with Eddie Bauer, though unfortunately there isn’t one in my city anymore.

    • Shelley

      Well we are the pretty ones.

    • Sigrid

      As a skinny 6′ tall girl, I can assure you that finding jeans is a nightmare. All of them are at least 3 inches too short, no matter how many sizes up I go, even in the supposed ‘long’ sizes. Short girls can hem their jeans – me? Nope. You can’t hem something longer if there’s no extra fabric in the hem.

      As for dress pants of any kind, forget about it! The simply do not exist in my size.

      No company produces pants with an inseam a yard long. At least not any that I can afford to shop from.

      • Alleigh

        Fingers crossed that you actually see this, since it’s almost a year old. Have you tried American Eagle? They’re pretty good at having varied lengths, and their X-Long inseam is 36 inches. I rely on them for their short inseam anytime I want sweatpants, since short jeans=difficult and short sweatpants=near impossible to find. I don’t know what size you wear but they have from 00-18.

  10. Love this post. I have been working for a long time to get people to listen about jeans and the fit. No one would listen, so I am trying my hand at design and a jean line. Check it out http://www.littleinthemiddle.com. It fits a waist of one size and a hip/thigh of one size bigger for those that are Little in the Middle!!

  11. Sandra

    Not too long ago, I saw some jeans advertised as “Jeans for EVERY woman” – um NO. The sizes started at 000. That’s right – triple zero. I wrote to the maker and she stated that “We do have plus sizes in 10-14. Sweet Goddess help us all! No wonder so many women are dying from eating disorders. We are expected to be a size in the NEGATIVE. Triple zero – disgusting!

    • Xiaoqian

      I am not disgusting — I am a woman who could use a size 000 (and even smaller sizes) at some stores. Levi’s does not carry my size — even though I thought my measurements fell into their size 00 range the jeans I ordered online (because they don’t even carry that size in stores) from them were so loose I felt that I was wearing a pair of my brother’s jeans. Club Monaco does not carry a size that will fit me as well, even though they too carry a size 00. My size is apparently so unusual that some big name stores don’t even bother manufacturing my size, which I find really odd since I can often find my size (usually 0-1) at department stores, Hot Topic, and even Goodwill.

      Now I’ll agree with you, Sandra, I think it’s ridiculous that there even exists sizes 0, 00, 000, because it doesn’t make sense to be size nothing, nothing nothing, nothing nothing nothing. I would rather stores shift the sizes over so that the smallest size is always size 1, but then that might anger some women who are size 1 when they suddenly become a size 4. So I find it problematic that people attach a certain number to themselves. I am not a size 0 — I just happen to wear one because that’s how clothing manufacturers label their clothing.

      And I agree with the original post — Levi’s campaign for their new Curve ID jeans just does not work at all. They had multiple events promoting the jeans called “Wear What Fits.” I attended one in San Francisco and was really excited because, well, I was tired of wearing jeans that were just a tad loose — turns out the jeans I donated in exchange for a free Levi’s pair fit way better than any jeans I’ve tried on by Levi’s.

      • maryalice

        Google “vanity sizing”.

      • Streakers

        It’d probably work out better if stores would just use actual inches for pant sizes like they do for men’s pants. Unfortunately, stores think women like to see 00 on their clothes instead of 25″ which is ludicrous. Who the heck wants to wear a size 4 in one store and a size 8 in another? Shopping is hard enough as it is…

    • Shelley

      Its not that people are expecting you to starve yourself. You can be a size zero and eat completely healthy. You just have to be willing to not over indulge in pizza and candy and then give yourself the pathetic excuse “I’m just naturally curvy…God mad me this way.”

      • Priya

        Some people are naturally bigger than others due to differences in body frames and muscle mass. & also, no matter how hard some people try, they can’t lose the weight due to medical/other health issues. So in a lot of cases, it’s not a pathetic excuse and in fact, it’s just acceptance of what they have. Being proud of one’s body/oneself is not “complaining”.

        What I don’t understand, however, is your absolute disregard for people who are bigger then you. Being thin doesn’t mean you’re better then everyone else here– the lack of common courtesy is appalling.

      • What is up with you in this comment run? You sound really distressed about how other people live their lives. Maybe consider meditating? Or getting more sleep? This level of stress over things you can’t control has to be really unhealthy.

        P.S. See what I did there? THAT’S how concern trolling is done. Make a note of it.

    • Kristine

      I’m not disgusting either and i don’t have an eating disorder. I’m a size 0 and eat well. Let’s not be critical of other womens’ bodies, no matter what the size.

    • Alleigh

      Way to be judgmental. First of all, you don’t know how old the women buying those jeans are. Not that there’s anything wrong with being small as an adult, but most teenagers where junior/adult-sized clothes as well. Is a skinny 14 year old automatically suffering from an eating disorder? Is she disgusting just because she’s smaller than you? NO.

      Second, vanity sizing is a huge issue for smaller women. When clothing companies go, “Oh, wearing a size 14 makes women feel bad, let’s label the 14’s as size 12 now!” the current 0 becomes a 00. So guess what? If 12 is the new 16, 000 is the new 0. But they’re the SAME SIZE.

      Also, it can be really hard for smaller people to find clothes that fit. Why on earth would you begrudge them that? Should they be forced to buy kid’s clothes (which most likely won’t be the right shape) because you deem their size unacceptable?

  12. Pingback: Eat the Damn Cake » The Beauty War

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  14. THANK YOU! I definitely needed the smile this article gave me tonight!

    • frank mowshowitz

      yep my thoughts exactly. bet everyone infuriated about this is cramming down brownies at their desk and thinks of themselves as big-boned with a genetic problem. yes, big-boned people exist, and yes, genetic issues exist. but why do americans seem to be so much more big-boned and genetically hamstrung than the rest of the world? hint: it’s an excuse. put down the damn fork and go to the gym.

  15. nibblinatthebait

    Size 12 to 14.
    American Woman!!!!@!
    Step back from the FRIES!!!

    Stop Snivelin…..do some push aways!
    Get you ass into some skinny jeans or stay home.

    • Alleigh

      1. Size 12-14 isn’t fat. From the size charts I looked at, size 14 = 31″ waist. A 33-35″ waist, depending on weight/BMI, is considered at risk. So you can easily be a size 14 and healthy.
      2. Not everyone can wear skinny jeans. I’m a size 2 and I can’t squeeze myself into them (at least not comfortably), because they just don’t work for my shape. Oh, and um…skinny jeans come in lots of sizes, so…you can buy size 18 skinny jeans without a problem. (It’s a style, not a size.)

  16. Heroin Addict Skinny = Ugly… yep, I’m right there with you. However, with specific regard to this Levi’s Advertisement; you have gone entirely too far.

    Not one of these models is painfully thin. None of them inspire me to say; “Please, oh please eat a sandwich”. In your advocation of healthy United States models of U.S. Manufacturers, you should be careful to not condone obesity.

    Perhaps the healthy United States Model is a size 12. I’m not sure of that. As a U.S. born and bred woman, I’m a size 2, I’m 48 years old, 5’4″ and I weigh 126 lbs… and trust me, I’m not skinny, nor am I rich and able to buy designer clothes which tend to be sized a little smaller. I’m a Kohl’s Fragile Jean Small.

    Take to task our Calvin Klein, occasionally Ralph, perhaps, but think about leaving this particular Levi’s ad alone. Your verbiage here is angry, not constructive.



  17. You’re probably ugly.

    Thats why you’re an activist.

    Or fat.

  18. Bboi

    These girls looks FINE. Your a size 12? Lose some weight fat ass. The average American is overweight so of course these jeans are not for the average fattie. If we make jeans for fatties then they will not want to lose the weight. Being overweight is NOT attractive. I used to be fat but i decided i didn’t want to live like that anymore. Lose the weight. Stop complaining. You will love your body more if you like healthy (180 for a woman is NOT healthy btw)

    • Alleigh

      It is if you’re 6 feet tall. (6′, 180 lbs = BMI of 24, which is considered healthy…nevermind how horrible of a measure BMI is)

      Size 12 jeans = 30-31″ waist, well below the “at risk” category (which is 33″-35″)

      You can be healthy and larger and unhealthy and smaller. A naturally small person can easily maintain a size 2 while eating junk food and never exercising. A naturally larger person can eat healthy, exercise every day, and still be a size 12. Clothing size is in no way even remotely an accurate measure of health.

  19. Mike M

    Since when do women look to Levi’s for high fashion? They’ve historically been cut for men’s butts, so why would you need to get offended if they’re not built to withstand a full-bodied woman’s backside? How many other brands/styles (probably hundreds) do you have to choose from? Pretty lame complaint.

  20. Shelby Knox

    Oh no… the luxuries of modern society are conducive to gluttony, but there are still women with enough self control to maintain a healthy body size.I’m jealous, but losing weight is just too hard. Instead, let’s redefine beauty.

    • Not Shelby Knox

      Sorry I tagged your name in that last comment. Your writing of the article led me to believe you were overweight like ⅔ of Americans, but I looked at a picture of you and you are actually quite pretty.
      Everything else still stands. I’m a pretty chill person but I am starting to get annoyed at this massive movement to redefine female beauty. I remember Dove as the first offender.
      This is part of a more general issue I have with the world, or perhaps just the United States: we are too easily offended and we create problems where problems don’t need to be.

      • Phoenix

        I couldn’t agree more!
        I don’t even quite understand the issue with Levi’s ads. I read the article on yahoo and I found the whole complaint seemed to be a little unnecessary. I think of it as more of a business/company strategy than anything else. It’s an ad. The purpose of an ad is to attract people. Therefore, the company hires models with beautiful faces and figures to be in an ad, instead of the rest of us. An ad is going to attract people’s attention and make people imagine looking like one of those models when they put on one of those jeans. Be honest, no one wants to imagine looking like a “fat” person when they put on the jean. Unless the jeans are for only plus size, I don’t think Levi’s is doing anything wrong here. Levi’s is not the only company that does this. Every company does this. Look at NY fashion week, everyone on the runways is size 0. No one says anything. Victoria’s Secret features those models with incredible faces and bodies, has anyone said anything? Pick up any fashion magazine on the shelf, is any of those magazines using a regular size 14 woman? It’s just business and a marketing tool. I don’t know why there are even so called “activists” to have some sort of movement to redefine female beauty. Honestly, you probably can’t even sell this concept to men…

  21. @ Mike M… you’ve got a great point. @Bboi… really honey, could you have been more cruel?

  22. Glassishalffat

    STFU you whiney fatties and lose some weight..

  23. James

    maybe if most americans (not just women, but most americans, so back off you sexist freaks) weren’t a bunch of lazy out of shape blobs, they wouldnt get so pissy over something as completley ridiculous to get mad about as “omg the company didnt use fat unappealing girls in the ad”. also fyi curvy could refer to the fact that they have curves, as in one can actually tell where the legs end and the ass begins, instead of wondering whats ass, whats legs, and whats just plain old ridiculous fat. So, before bitching their not taking into account the average womens size, how about taking into account that the average american women is usually overweight and fairly unappealing, last time i checked it was sex and sex appeal that sells best and not disgust and sorrow for a womens laziness

  24. smarley

    Wouldnt it ultimately make them more money catering to women of all sizes? Why is it so hard for them to make larger clothing? If I have the money to blow on a pair of designer jeans, I should be able to, skinny or fat.

  25. matt

    fat is fat. trying to cover that up by calling yourself “curvy” is shameful. sure, a basketball is curvy (its one big curve, like most american women).

  26. Jack

    People who are upset from this ad probably should take their frustrations out in the gym and shut up. I have no problem with this ad. Do you know why? Because im not a fat A$$

    • Kip

      i go to the gym 4 times a week and i’m still not 6ft and 110Ibs. You think that makes me a fat ass and ugly? I’m not photoshopped either.

      It’s a jean company who supposedly caters to all women, but does it? It doesn’t matter if a woman is fat or skinny as the perception of fat and skinny vary among different people. It usually depends on what they like body wise and what they ARE body wise that determines how they perceive someone else. This company should cater to ALL women. If those larger size women want to be fat that is THEIR issue, not yours. So stop trying to force people into a size 00 for YOUR liking. Since when did someone you dont know fitting in a pair of jeans ever do you any harm or determine your well being?

      Jack, are you 6ft 3 and have an 8 pack and ripped body? That’s what most advertising companies perceive as what a REAL man is. If you’re not, get off your ass and go work out some. and if you already do, get your head out your ass for a minute and stop trying to make your definition of beautiful the standard for everybody else.

      • Melodramatic

        Good one Kip

      • frank mowshowitz

        Right. Nobody looks like the Abercrombie washboard abs guys. I get it.

        Except there’s this: I’m 5’9″ and 155. I have a slight paunch (not much) and am pretty thin and not defined. I’m still healthy, though, and at a reasonably ideal weight. I’m NOT 5’9 and 195 and expecting to leaf through fashion magazines looking at fatasses.

        Showing impossibly perfect bodies != showing healthy bodies. The women above are healthy. They’re not emaciated modeling casualties. Demanding healthy bodies is fine, but not the same thing as what Shelby Knox is advocating here, which is show fat women because the average American woman (or man) is fat. Sorry, but waddling fatasses who wear size 16 jeans (or, for men, 42″ waists) and demand that fashion magazines show tubs of blubber squeezing into their clothes make a huge mistake in conflating the two. It’s ridiculously depressing and a sign of how out-of-control American diets are that obese people think demanding obese models is the same as healthy people demanding healthy models.

  27. meholf

    Jack this is Meholf. the problem is not that they are fat a$$e$ but that they cant accept it!!!!

  28. Jack

    Levi just wants to sell products and last time I checked appealing models weren’t huge. Im sure if levi put a bunch of fat bit#hes up the that would stir things up too (and im only calling you bit#hes because I don’t know your names individually)… think about it

  29. Melodramatic

    These women are to damn skinny. Tooth picks for legs are right. Unhealthy looking. Just because a woman is bigger than a size 2 does not mean she’s overweight. All three look like pieces of sheet rock. These women have no ass what so ever. If they bend over, they might break in half. A woman with the shape of Beyonce or even Emily Proctor of CSI is not an overweight woman, but a healthy looking woman. Not these skinny, frail looking women. If you say you cater to curves, then damn it, cater to curves.

    • frank mowshowitz

      Um, sorry. Those women are NOT skinny. Maybe the first model. But those arms look like ideal arms to me. They have healthy extra mass on them. They’re not great ponderous sacks of blubber, which in YOUR mind may be ideal, but they’re not toothpicks. Toothpicks are what you see in Victoria’s Secret. BIG difference.

  30. The Realist

    Take it from a man. There is nothing sexy about a woman who is overwieght. It is one thing to be large boned and muscled but fat is fat. I know, I am 6’1″, 47 years old and was weighing in at 205 lbs……fat and definitely not sexy. I went crazy in the gym and now I am at 170 lbs, 6 pack and ripped. It was the hardest thing to do but not impossible.

    My advice to those overweight women who think it is sexy to have some extra pounds, it is not. Working out and eating right is hard to do. That is why overweight people would rather redefine beauty to say fat is sexy…….it never is and never will be. If you worked out and took better care of yourselves, you may even end up with that guy who has a 6 pack and a ripped body. As you are, you have virtually no chance. What do you want out of your life? Complain why fat people are not considered sexy or do something about it and look good, feel good, and fit into those sexy jeans you want?

    Larger problem……people eat too much and are not active. Even technology, pills and fat denim ads can’t fix that.

  31. Quit Bitching

    Obviously at size 12 you aren’t in the demographics of this ad. They’re trying to sell jeans to skinny girls, not huge girls. You’re just angry because you don’t have the self-control to put down the twinkies, pick up a salad and go to the gym. You can’t get upset because other people have self control and determination, you can only be angry with yourself for not fitting into their demographic. Don’t like it, do something about it. It’s only fat women you ever hear bitching about ads like this, because the women that do have the self control, know how hard they work for it. Sure, they’d love to eat a whole cheesecake with a pound of ice cream as a chaser, but they’re concerned with what they look like so they eat healthy. Stop munching down the pudding pops and go for a run and in no time at all you’ll start to look like the women in the ads. Well, body type anyways, exercise and eating right won’t change a busted face.

    • Kip

      if that were the case then almost ALL advertising agencies demographics include 6ft skinny men and women all smiling with bright white teeth and great hair. do you think that constitutes for the majority of Americans? Of course not, so i guess the only people who are going to buy their products are the models working for them and the Hollywood divas.

      If that’s the case, then they shouldn’t be a company made to sell products to the average American woman/man at reasonable prices. I could care less if there were a 200 Ib woman in a pair of jeans on their advertisement. I pass women that size all day. Do you think they should be left out because they dont fit the standard of beauty? You think they are ugly people /bad people based on looks? Then place a bag on your head and pretend like they dont exist. It’s what your comment causes me to believe that it’s what you do already.

    • Alleigh

      Ever hear of a little thing called “natural body type”? It’s absurd to say that larger women have no control and eat constantly and never exercise but skinny women would never do any such thing. A naturally skinny person is rather likely to take advantage of their situation and eat whatever they want and rarely if ever exercise because, hey, why not? They’re not going to get any fatter from it. That doesn’t make it healthy, but it sure is convenient.

      Similarly, there are also larger people who eat healthy and work out, but simply cannot reach a size 4 no matter what, and would look absolutely emaciated if they did.

      Also, Google Kate Dillon or Robyn Lawley. Guess what size they wear? (Hint: it falls in the range of your “huge, no self control, fatties” category.) But they don’t look like (to quote other people with similar comments) “shapeless disgusting blobs,” do they? Hmm. Maybe clothing size isn’t the end-all be-all description of a woman.

  32. Pingback: Interesting. « goldspringpr

  33. Robin

    No need to refer to skinny women’s legs as “toothpicks”. Plenty of thinner women are curvacious, too. I’m pretty sure Beyonce and Jennifer Lopez aren’t a size 12 nor 14, yet they’re still curvacious.

    At any rate, it would be nice if women’s jeans came in various MEASUREMENTS like men’s–with hip, inseam, and waist measurements– instead of plain old “sizes”. Everyone doesn’t have the same body type.

  34. Glassishalffat

    Amen to a lot of the posts here….it is always fat blubbery bitches that raise hell about skinny models….fat women are disgusting…the women in the ad are hot…just because you are too lazy to exercise and can’t say no to that 5th helping of cake…doesn’t mean the world should conform to your fat view of the world…just shut your fat mouth, quit stuffing it with cake, and get off your couch you fat whiney bitch

  35. lynette

    so… we, latinas, wont be able EVER to wore them, we will keep using those colombian rear lifter jeans, to enhance what those women in the ad dont have.

  36. it’s not about “fat” or “thin” really though, it’s about a product that’s just not thought through properly – who did they test these with??
    because i’m pretty sure that no matter what size you take, if you’re the kind of woman who fits the Bold Curve shape, you probably don’t want your bold curves poured into a pair of skinny jeans.
    So yay! for thinking about the waist issue, now how about thinking about the proportion issue as well? all the styles that feature the curve id are pretty slim in the leg too, and not everyone has superslim legs, just like not everyone has the same size waist.
    *sigh* let’s all just resign ourselves to jeans that never fit properly and go home to sulk in our lovely comfy pyjamas instead 😉

  37. Pingback: I Will Not Diet » Levi’s Curve ID jeans—best thing since sliced bread? Or all walk no talk?

  38. Leif

    Shelby, nased on your attitude about equality, you obviously are an Obama supporter. He beileves this country is the land of “equal outcome”, when it is supposed to be the land of equal opportunity. Likewise, you think “All asses of all shapes and sizes are created equal”… Well to a certain point I guess there is a little truth to your statement… Except you left out the statement which should have followed it: “until you eat too many cheese burgers and “create” a size 12 butt…”

    All it takes is a little self control to no be fat. But instead, you think you’re entitled to rip on someone for making an ad featuring attractive people.
    Not everyone can look good in jeans. Realize it and then get over it.

  39. Pingback: Levi’s Lack of Understanding « A Dream, A Scandal, A Grammar Error

  40. HealthNut

    I guess I’m baffled that size 14 is now “average” for women. That should not be the average at all. However, if a company is going to design an ad based on differences then they need to make it DIFFERENT. I am an athlete, therefore I am not a size 14 but I will say that I do not have a small butt and even the “bold curve” model is way smaller than me. It is offensive and I can understand the much received frustration. As if buying clothes for curvey girls wasn’t hard enough…they really did make a bad choice here. Lucious is a brand by CoCo Houston (Ice T’s wife) that has clothes for curves…real curves. This is just a joke.

  41. Lee

    I find the term “toothpick legs” offensive. For someone who is campaigning for larger women and takes offense with the Levi ad it’s a bit hypocritical of you to make snide comments against other body types. But apparently it’s only okay to make disparaging remarks about slender body types.

  42. Autumn

    It seems the issue is that not every body type is represented. I think the models in the picture look fairly healthy and not too skinny; however, I think it would be excellent for Levi’s if they had various body types depicted, as that is reality. This forum has turned into whether or not “fat” or “too thin” is attractive, and as that varies for plenty of individuals, perhaps we should move on and focus on why the ad displays women of only one (not unreasonable) size. It’s just bad for business not to extend a product to more people.

    Furthermore, there seems to be an issue with focusing on redefining your body to attract men (or women); perhaps individuals want to be healthy for their own sake, if that’s a difficult concept to accept. Healthy is something everyone should try to achieve for their own benefit, not to be attractive to men or women alike. Similarly, it’s not for anyone to discuss why people lose or gain weight, as that varies as well; each individual has a different metabolism and body type, as well as lifestyle. Unlike some, I do believe beauty should be redefined in a sense of diversity: beauty is acceptable in all shapes and sizes. Adele is a prime example–a beautiful and talented lady who is not a size 0.

    Lastly, the size of one’s body, the curves, the lack of curves, the thinness, the hips–none of these make anyone “more of a woman” than another. As I mentioned above, diversity is key, and all women of all colors and sizes qualify as “real women”, not just the skinny white ones, not just the curvier ones.

    One last point. Weight is an issue for everyone, not simply larger ladies. For skinnier ladies, it can be a point of pressure and sometimes an issue of identity. It should be noted that in general, everyone struggles with weight and body image, and each person should be respectful of the other for dealing with these issues. It’s not for anyone to judge.

    • Angel

      Yours is the best comment on here. I completely agree, and wish that others could state their viewpoints without resorting to hateful name calling. 🙂

  43. Angel

    For curvier girls that have the same problem I do with jeans (huge gap in the back due to waist-to-hip ratio) I recommend trying Ann Taylor’s Curvy Fit Jeans. I don’t know how much they cost (I got mine in near brand new condition at a thrift store) but this is the first pair of jeans I’ve owned pretty much since puberty that doesn’t have a giant gap in the back! I’ve come to the conclusion that no matter what size and shape, all women have the same problems finding jeans that fit well, and are flattering. Good luck to us all on our future shopping endeavors! 🙂

  44. Lamont

    What a riot. “Curvy” once meant “voluptuous” now it’s a euphemism for fat — all that aside, there’s more prose in all these comments than in the article itself. I wonder what the world would be like if reasonably intelligent, decently educated women (and men) spent their time trying to fix real problems rather than rehashing this stupid non-issue of “body image and the media.” Just get dressed and get to work!

  45. Pingback: Jeans Ad Sparks Controversy. Do Levis Models Come in Any Other Sizes?

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