Curves, Curves, Curves!

I just got back from spending a few days in San Francisco...home of Levi's corporate headquarters.  The whole city seems to love Levi bluejeans.  Their latest line of jeans (which, if you read any of the same magazines as I do, you've probably seen advertised) is "Curve ID."  From what I gather off their website (levi.com), the point of the line is that jeans should not only fit you size, but also your shape.  The categories are Slight Curve, Demi Curve, and Bold Curve (I added the italics, underline, and bold just for fun...don't mind me).  In order to figure out which will fit your body best, there is a quiz you can take.  After taking it, I think your "Curve ID" is based on how you're proportioned from waist to thigh.  Each of those categories for shape can then be sorted through by selecting you size and style. 

To my knowledge, Levi is the first brand to design and market their jeans this way.  They're basically saying that three girls could all wear size 29, but since they'd all be built and proportioned differently, one pair of size 29 jeans isn't going to look as flattering on each of them....and they're saying that that's okay.

Two big reasons why I like this campaign:
1.) It tells young women that there isn't one body-type that is better than another.  It's sending the message that all shapes should be accommodated by jeans, and no one should have to wear the wrong size in order to fix problems with jeans' shape.  No matter what your body looks like you can wear Levi jeans and look good in them...because there is no cookie-cutter shape defines attractive. 
2.) It takes the emphasis off of size.  Since they're not naming a superior shape, this is a great way for women to stop analyzing the number on the tag of their jeans.  There is this terrible phenomenon I've heard countless times in dressing rooms: girl puts jeans on, jeans are too tight, mom tells girl to try a bigger size, girl gets upset that her mom is telling her she's bigger.  It's absurd.  We all know those girls who wear clothes that are too small (or too big for that matter)...it's because they think that the size they wear is deciding factor on whether or not they look good!  This "Curve ID" stuff is a nice way to tell young women to think about what's flattering and comfortable for the way they are built instead of the number they wear.

This is, of course, all in theory.  Maybe their jeans suck and the ones they tell me I should wear will look awful.  But I like what they're trying to do.

That's all...