Levi’s Curve ID: Once more, without irony

From Levi’s comes this TV commercial, made, I believe, completely without irony. It’s about how Levi’s Curve ID jeans are “about shape, not size.” Which is why they made the commercial with three model-sized, model-shaped women.

Extra bonus: Totally uncalled for symbolic violence against women!

New York, NY

Chloe Angyal is a journalist and scholar of popular culture from Sydney, Australia. She joined the Feministing team in 2009. Her writing about politics and popular culture has been published in The Atlantic, The Guardian, New York magazine, Reuters, The LA Times and many other outlets in the US, Australia, UK, and France. She makes regular appearances on radio and television in the US and Australia. She has an AB in Sociology from Princeton University and a PhD in Arts and Media from the University of New South Wales. Her academic work focuses on Hollywood romantic comedies; her doctoral thesis was about how the genre depicts gender, sex, and power, and grew out of a series she wrote for Feministing, the Feministing Rom Com Review. Chloe is a Senior Facilitator at The OpEd Project and a Senior Advisor to The Harry Potter Alliance. You can read more of her writing at chloesangyal.com

Chloe Angyal is a journalist and scholar of popular culture from Sydney, Australia.

Read more about Chloe

Join the Conversation

  • http://cabaretic.blogspot.com nazza

    This commercial isn’t just offensive, it is also bizarre. Reminds me a bit of a scene in Stanley Kubrick’s Killer’s Kiss.

  • r-cop

    I find commercials like this really frustrating. I mean, it’s great that the idea that a clothing company markets to different shapes and sizes might sell. I feel like it’s a teeny tiny step in the right direction, because if the idea of diversity sells, then maybe one day actual diversity in body shape and size will be accepted and embraced. But really, teeny tiny is just way too small, and it’s pretty shitty to claim to represent diversity and then totally ignore all but a sliver of the population.