All asses were not created equal.
THAT is in a campaign a new shape campaign, called Levi's new Curve IS Fit system. The jeans are all about the shape rather than the size.
The brand, that perhaps doesn't come right to mind with so many others out there: 7 jeans, Lucky jeans, Uniqlo, Joe’s jeans, True Religion, Hudson Jeans, J Brand, Adriano Goldschmied, Guess, Gap, Armani Exchange, Citizens of Humanity, I mean seriously, the list is frickin looooooooooooooooooong! Not to mention old time favorites Paris Blues and finding a nice pair at H&M or Forever 21 as well.
I read in WWD today that Levi's Curve ID jeans will include three curve sizes: the slight curve, the demi curve and bold curve. The designs are based on the differences between the measurement of a woman's hip and seat (butt).
I think Levi has a strong chance to become MORE on the youthful consumer's mind and radar. At this moment I don't have many friends who wear Levi, I think it has more to do with awareness and the girlhood attitude that lacks in some Levi's campaigns.
But I have two pair and LOVE them and wear them ALOT. I love that the jeans are also under $100, and in the WWD article it mentioend that "the jeans will sell at a premium to the core of the Levi's line, with retail prices at $60-$98, but lower prices will be added as distribution expands at the end of the year." ( yay!!)
I LOVE my Skinny black jeans and you might have seen me wearing them in my Youtube videos, my Skinny black Levi's are a favorite and their 553's are sleek and sophisticated on my pint-size. I am small, for Levi I wear I size 0, their size 0 is a 25. They do not carry anything smaller. Also I think the variety of shape size for their jeans is really important. Growing up in the 90's I thought Levi's represented OLD, GRANNY, SLOUCHY and LAZY jeans, and even today I think Levi does need to work on fit and I am excited to hear they ARE going to!
I hope next will be Levi's working on the length of their jeans. The X-small, the small, medium, and long length. All legs were not created equal.
I have a little booty, and if Levi's needs a petite model, they should email me! :)
If you don't have an account with WWD or get the paper, then see this link to read more about Levi's: http://www.digitaljournal.com/pr/90055
ALSO: I liked this article in WWD about how denim is also used for shoes and I DO HAVE TWO pair of denim heels and I LOVE THEM! http://www.wwd.com/footwear-news/comfort-fashion-jean-day-3206060?module=recent_home