Yesterday, I saw an uproar across online news sites and social media about the latest Levi’s ads.
Personally, I had heard about the Hottness Comes in All Sizes campaign, and I was really excited for it. Finally, a clothing company has heard our call and decided to embrace the concept that not all bodies are created equal, and yes, skinny jeans for all!
Wait a minute…
All those bodies look the same, and the jeans all look the same, but I have a body, and I was called hot once in Cancun during spring break, so – hold on, let me do the fashion math – this means that I should qualify for these pants.
So where are the pictures of the other body shapes?
Fashion ad false alarm, put the party hats and noisemakers away, no hottness for us just yet!
In all seriousness, Levi’s is allowed to sell whatever size pants they want to sell, and they’re allowed to label the girls that fit into them as hot, and they could have a really great product, but what irritates me, and we’ve talked about it before, is that the marketing, well…sucks.
When you say something like “we believe that beauty comes in all shapes and sizes,” and then you show an ad with three identical women, give or take some rear, it sends the messages that beauty does come in all shapes and sizes, and by all you mean three, you know, the same three you usually deal with.
For some women, it’s easy to see this and shrug it off, because that’s just how the industry is and we’ve learned to look passed flawed beauty campaigns, and buy the product anyway. But what about the women who can’t shrug it off? What about the women who struggle so hard to build up confidence in their body, only to have misleading campaigns like this undo all their progress? What about the teenage girls who develop their body image on the foundation of magazines and advertising and television shows?
The concept of this campaign is brilliant, I love it, but the execution is flawed. Why can’t we say we love all shapes and sizes, and then, I don’t know, show them?
Sometimes I think it shouldn’t be so hard to picture yourself feeling good in clothes, especially when it comes to jeans. Which is why we decided to put out a social media call, and do some marketing of our own. Here’s our go-to hottness jeans, that we know work for our shapes and sizes (want to see our favorite jeans in action? Click here to check out our Project Real: It’s All in the Jeans article for photos!)…
Brittany, size 16: I love Old Navy’s Skinny Mini Flare Jeans ($19, sizes 0-20, Women’s sizes 16-30) the name is deceiving, but the stretch makes them hug my curves, and they sit near/above my belly button, so my tummy feels held in.
Jenny Grace, size 12: I buy GAP’S Curvy Boot Cut Jean ($69.95, sizes 00-20), I have a big ass, jeans are really hard to find!
Amber, size 14: I love the Mossimo Flare Jean in the dark wash (Target $29.99, sizes 0-18). I like Mossimo at Target because they have Fit numbers. These are Fit 4. Once you figure out what “Fit” you are, you can usually just pick up a bunch like that and they work out nicely.
Becky, size 18: I love Old Navy’s Women’s Stretch Waist Flares ($19, sizes 16-30), they have an elastic waist, but you’d never know it by looking at them, they are so comfy, almost like maternity jeans for when we’re not pregnant.
Daisy, size 10: GAP Long & Lean ($59.95, sizes 00-20) in the short length, ironically. They minimize muffin top and lengthen legs, while providing good hip to ankle to balance!
Heather, size 10/12: I love Mossimo’s fit numbers, I wear the Mossimo Skinny Jeans (Target $24.99, sizes 0-18), I have them in three colors.
Kim, size 18: I wear the Old Navy Sweetheart Jeans ($27.50, sizes 0-20).
Jackie, size 14: I actually recently heard of Eloquii, and I ordered their Flare Jean ($89.90, sizes 14-24), and really like it. They’re not really faded or worn looking, so I can wear them to work on casual days.
Maya, size 8/10: I buy GAP Boot Cut Jeans ($59.95, sizes 00-20) because they hide the muffin top and have just enough stretch to them.
Holly, size 12: I actually love my Levis Bootcut 515′s ($45, sizes 4-16).
Julie, size 20/22: I haven’t found a pair of jeans that fit me better than Lane Bryant’s Right Fit Flare Jean ($59.99, sizes 14-28T).
Jen, size 10/12: I have really long legs, I have to order everything in tall, and I love the fit of GAP’s Curvy Cut Jeans ($59.95, sizes 00-20).
The fact is, I don’t spend money when I feel like crap about myself, unless that money is on Jimmy Fallon’s Ben & Jerry’s ice cream. I spend money when I’m happy and feel good about myself and my body. When are advertisers going to pick up on that kind of math?
In the spirit of full disclosure, prior to word of this campaign, we were running ads for Levis Curve ID, we have since asked that all ads be removed from our inventory.
image courtesy Yahoo/Reddit