Levi's 'Hotness Comes in All Shapes and Sizes' Ad: OK or Offensive?

Living 2012/02/23 18:23:27
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A new Levi's ad proclaims that "Hotness Comes in All Shapes and Sizes." Well, that's true, and a great message for women, too! Until you look at the ad (provided by Copyranter) and realize that all of the women are thin with very similar body types. So, what gives?

The ad goes on to explain: "At Levi's, we believe that beauty comes in all shapes and sizes. That's why we developed Levi's Curve ID -- a revolutionary, customized fit system focusing on a woman's shape and proportions, not her size."

Again, great idea, but the woman on the left is slim with a flattish butt and chest. The one in the middle is also slim with a curvier butt and chest. And the one on the right is also slim with a curvy butt and an even smaller waist. What happened to "all shapes and sizes"?

Feminist blog Jezebel kind of sums up the problem right here: "See, 'hotness comes in all shapes and sizes,' as long as those shapes are minute variations on the same thin, ponytailed woman." Levi's, we'll give your Curve ID jeans a try ... once you concede that "hotness" can be bigger than a size six.
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Top Opinion

  • Leah 2012/02/23 19:19:44 (edited)
    They just chose 3 different types of slender models.

    That's like saying, "Cat's come in all different shapes, sizes, and colors" and using this picture as the ad:

    3 types slender models cats shapes sizes colors picture ad

    (If you are the breeder of these cats, I found this picture on google images. No copyright infringement intended.)

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  • Andrea Daffy 2012/02/25 14:46:18
    Those jeans have nothing to do with being slim and if you actually paid attention you would see what they do. Typical fat girl response.
  • Papillon Daffy 2012/02/25 17:21:33
  • ☆ QueenAline 2012/02/24 23:21:24
    ☆ QueenAline
    This add certainly does NOT depict ALL shapes and sizes...I'm sure it's offensive to heavier set people...myself inclcuded
  • Ron Swa... ☆ Queen... 2012/02/25 04:27:50
    Ron Swanson
    Then get in shape.
  • Sue Mac... Ron Swa... 2012/02/25 04:45:18
    Sue MacDonald Kyak
    Then mind your business.
  • Andrea Sue Mac... 2012/02/25 14:48:07
    When people put it on the net honey that makes it everyone's business.
  • Anna Andrea 2012/02/27 01:01:00
    No it doesn't.
  • Andrea Andrea 2012/02/27 14:35:22
    Yes ANNA, it does. Blocking cry baby.
  • Sue Mac... Andrea 2012/03/01 02:20:27
    Sue MacDonald Kyak
    Do not call me "honey" - I don't know you - you don't know me and your condesending tone is pissing me off.
  • Papillon Sue Mac... 2012/03/11 23:13:42
  • Sue Mac... Papillon 2012/03/21 02:38:23
    Sue MacDonald Kyak
    I'm sure you know by experience.
  • Papillon Sue Mac... 2012/03/22 19:20:58 (edited)
  • Sue Mac... Papillon 2012/03/29 02:54:20
    Sue MacDonald Kyak
    Butterbuns? Who the hell calls someone butterbuns? What are you like eighty years old?
  • Papillon Sue Mac... 2012/03/30 03:18:07
  • Sue Mac... Papillon 2012/04/04 02:44:42
    Sue MacDonald Kyak
    Duh. That definitely sounds like it came from I Love Lucy.
  • Papillon Sue Mac... 2012/02/25 17:28:10
  • Sue Mac... Papillon 2012/03/01 02:21:50
    Sue MacDonald Kyak
    WTF are you talking about [...]??? He can state his opinion, I can state mine
  • Papillon Sue Mac... 2012/03/02 00:22:30
  • Sue Mac... Papillon 2012/03/09 03:21:28
    Sue MacDonald Kyak
    Yup. I sure am.
  • Papillon Sue Mac... 2012/03/11 23:14:40
  • Sue Mac... Papillon 2012/03/21 02:39:02
    Sue MacDonald Kyak
    No - why would you ask that???
  • Papillon Sue Mac... 2012/03/22 19:22:11
  • Sue Mac... Papillon 2012/03/29 02:55:20
    Sue MacDonald Kyak
    Why don't you go hang in Newark some day and say that? You wouldn't cause you'd get your ass kicked.
  • Papillon Sue Mac... 2012/03/30 03:18:37
  • Sue Mac... Papillon 2012/04/04 02:45:28
    Sue MacDonald Kyak
    Try it bitch. You won't be so tough I'm sure.
  • Ron Swa... Sue Mac... 2012/02/26 00:12:26
    Ron Swanson
    So let me get this straight... This is a website that encourages us to give an opinion (it's in the freakin' logo and title of the website), yet you are going to attack me because my opinion differs from yours? The whole point I was trying to make is that this ad is only offensive to fat people who want to be offended. Rather than work their ass into shape, they try to bring the hotness level down to their own fat self. Queen Aline said it herself: It's offensive to heavy people like her. Well too bad.
  • Sue Mac... Ron Swa... 2012/03/01 02:23:30
    Sue MacDonald Kyak
    It does encourage opinions - so only YOU can state your opinion??? You have to know people will sometimes respond to what you write - if that bothers you, maybe YOU shouldn't be on here.
  • Andrea ☆ Queen... 2012/02/25 14:47:38
    Why is it offensive to make an ad showing jeans that emphasize a woman's ass? Or did you automatically assume it was all skinny? People really need to stop being so ashamed of how they look and actually pay attention.
  • Anna Andrea 2012/02/27 01:02:13
    No, you're the crazy one here.
  • Andrea Andrea 2012/02/27 14:36:34
    Anna, if you are too scared to comment without blocking a response, then go back to your mommy's room and hide under the covers.
  • Papillon ☆ Queen... 2012/02/25 17:26:43 (edited)
  • Sue Mac... Papillon 2012/03/01 02:24:34
    Sue MacDonald Kyak
    Okay Dr. Peter - no one asked for your dieting advice, did they?
  • Mel 2012/02/24 22:59:07
    LOVE It but it HURTS when you are alone. Just like FOOD on TV and so forth, if you have no money then it hurts. Seems ya have to be a mean and perverted freak nowadays to realize any form of security in life!
  • Rhi-ot. 2012/02/24 22:55:12
    The more I look at the picture, the more I see the difference in their shapes. I think they were trying to show the same sized jean, just with the different fits.
    I see how people are offended because you never see voluptuous models in ads other than Dove really, and it's sad that females who are only 10 pounds overweight feel 50 pounds overweight when they look at these models. I understand the clothes need to look flattering otherwise people won't buy it, and not much looks flattering on morbidly obese people, but clothes can look just as good on a skinny person as someone who's more curvaceous. svc
  • ZB 2012/02/24 22:40:13
    not all women are tiny. I've known several that are naturally heavyset, size 12 or higher. It has nothing to do with what they eat or how much. It's genetic. things like this set a bar that many cannot reach without serious health risks.
  • Andrea ZB 2012/02/26 05:22:06
    They all have asses don't they? If you actually took the time to look at the picture you would see what kind of jeans are being advertised.
  • ZB Andrea 2012/02/26 07:09:35
    I did look. If you're going to advertise "All shapes and sizes" you should use a little more than just one basic size with three slightly different shapes. The ad is still misleading in one way or another.
  • Andrea ZB 2012/02/26 17:48:47
    It does not cater to fat people. Get over it. Plus sizes do not cater to small people and yet here we are not bitching or crying about it.
  • Ann Griffith 2012/02/24 22:20:19
    Ann Griffith
    I'm not offended by it but wish the the adds would show women who are average women
    so maybe you could really see how they might look on you.
  • Andrea Ann Gri... 2012/02/26 17:50:07
    The average woman is not 300 pounds even though this country is trying to make obese the new thin. Not all women can wear the same thing. Why are people acting like they should?

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