One of the most notable shopping essentials for women has always been a pair of amazing jeans. And Levi has been at the forefront of the jean industry. Yet their latest advertisements for their new Curve ID line, a specific line meant for "women of all shapes and sizes" created in order to cater to all women who are not a size 0, has caught major attention.
The advertisements for the Curve ID lines have only contained women of slim body figures, despite the fact that the average American woman is a size 14. Consequently this choice of marketing has caused quite the uproar throughout the country.
See Levi has presented an unavoidable contradiction with their presentation of their advertisements. For a company attempting to promote "curves", they do not feel like "risking" it and choosing models who actually have curves. This poses an interesting topic for discussion.
Why do we still feel the need to hide behind a slender model even though the clothing is meant for curvier women?
Ultimately there is a major miscommunication of perspectives coming from the Curve ID advertisements. Levi's misrepresentation of "the curvier woman" is outright prevalent throughout the advertisement chain. I feel that by choosing to promote skinny women in place of the curvier women, a radical mix up is taking place. If you are going to represent a particular type of woman, why not take the time to do it right?
Yet in this article it is said that the Curve ID line has had a fantastic year in sales even though their advertisements are created off of false notions. What does this mean for the character of the people who are in support of the actual line?
As a woman on the curvier end of the spectrum, I do see why the Curve ID line is popular throughout the plus size community. It is hard to find a good pair of jeans that fit just right. I just wish that Levi would take the time to match the woman to the jeans.
-Raymi Damo
I completely agree with you on your last statement "I just wish that Levi would take the time to match the woman to the jeans." Many advertisement companies use images of women that most women cannot live up to. I know that the ad that we found in Cosmo that advertised "Curve ID" was of slender women in these awkward positions to create curves that did not really exist.
ReplyDelete- Daisy Magana
When looking at this advertisement for jeans for women of "all shapes and sizes", I do understand your frustration. I see how they do not really address all ends of the spectrum in terms of sizes, although I do think they have more curvy models than most other brands and companies that try to uphold the same image. Although they aren't quite what many people consider curvy they are still making steps in the right direction to include curvier models in their advertisements. I think this issue can always be related back to society's view of women and what they should look like. It's a struggle for most women to even be accepted by society, they are either to skinny or not skinny enough, either way it almost always seems to be a lose-lose battle. I think that as time goes on and society's views continue to change the marketing company's spend so much money on each year will begin to address the truth behind their products.
ReplyDeleteI would just like to say how much I have enjoyed reading through your blog and how informative I found it. It really helped open my eyes to some subjects that I would not have thought of otherwise. Also, by being able to see all of your individual opinions it helped give me a new perspective with each new post a read through.
I deffinately agree with you on this topic. The main issue to me is why is there even a plus size category? Clothes are clothes, why should curvier women have to be pointed out by society when shoping at the "plus size" side of the store? When I see ads suc as this I wonder what program the editors use to photoshop the cueves on these thin models. In reality, women with curves want to see other women who resemble themselves in the jeans to see if they would look good or not. Of course thin models look good in everything, but these models do not buy the "plus size" clothing. It is giving the impression that curvier women will look like the women who model the clothing line as well as develop this mentality that they need to be thin to look good in that particular item. Body image continues to be a controversy because it captures the mind of the consumers and what women and men must look like to fit in.
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