Although there are many negative thoughts about the way women are portrayed in advertisements, especially the major clothing companies, there is a new outlook on these adverts. For example Levis has created a new campaign, the Levis curve ID called ‘believe’. This is an initiative to make women of all shapes and sizes change the way they perceive their own body shapes and to feel comfortable and more confident in their jeans. The reason behind the campaign ‘believe’ was to prevent the frustration that women experience in finding their ‘perfect’ pair of jeans. After completing a study around the world on more than 60,000 women’s bodies, Levi’s Curve ID have created a collection of jeans that women can finally ‘believe’ in. The result is a campaign that respect real women and their curves and encompass an ID book of female figures and the curve jeans to match their figure in every store.
To advertise this initiative, Levis’ local music and entertainment agency, Matchboxology, was tasked with finding 4 young artists who were confident, sexy and bold in the result of their own success, while they were also connected with courage, integrity, genuineness & empathy, Levi's’ brand name values – and of course demonstrate the 4 different body shapes of the new curve jeans! A long search followed, with the end result being 4 unique South African talents: DJ Candice Heyns, singer & songwriter Josie Field, lyrical poet & actress Naima Mclean and DJ / VJ Fix Moeti.
Hopefully, in the future these adverts will influence women to worry less about what size they are and indulge more in their unique shapes.
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