While waiting for the bus today, I spotted this advert for a ‘new way’ of sizing jeans. In Levi’s utopia, women are classified into three body shapes, the mysteriously-titled ‘bold curve’, ‘demi curve’ and ‘slight curve’.

Each body shape appears identical to the others, so I cannot discern the criteria upon which this classification system is based.

The women’s hips appear to be the same size. The women’s thighs appear to be the same size. Perhaps, therefore, the classification is conducted upon arse size.

If this is true, then why is only the ‘slightly curved’ bottom visible?

Is it that anything above ‘slightly curved’ is inherently repulsive and must be shielded from the general public lest we see a FAT DISGUSTING FEMALE ARSE? Oh, the humanity.

Is it because Levi are protesting the recent paradigm shift that ‘real women have curves’, and subverting this by presenting us with only what is presumably the smallest amount of ‘curve’?

Is it because Levi are commenting on the fashion industry’s insistence on a body with no fat, no hips, unattainable to most people? Perhaps they are cleverly playing with that idea by presenting us with three identical women?

Or is it because they are playing that last question completely straight? I have a sneaking suspicion that they are.

5 thoughts on “Curves”

  1. The only difference I can see between them is their hair. Maybe it is meant to read “curl” instead of curve 😛

    Or they are just ass holes.

  2. Wasn’t it declared that size 10 is the definition of curvy? Pretty bold, you’ve got to admit. In which case they probably are pretty much indistinguishable. Stupid advert.

  3. Heh, I’ve been side eyeing that ad for as long as it’s been up. It looks like a kind of joke, to be honest, but I’m too well acquainted with the fashion industry to give Levis that much credit. I’m all for body acceptance at all sizes. But on what planet can someone describe those women as markedly curvaceous with a straight face?

  4. I am currently writing something on how advertising responds to and appropriates feminist critiques of it, and sells ‘feminism’ back to us. I bet you can’t wait to read it! But until then thanks I will use this as an example.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.