Los Angeles, CA, United States (AHN) – Levi’s is responding to the claims that their Curve ID jeans campaign is racist. The big bosses of the denim jeans giant company saying they have shot a diverse group of women for the ads.
The jeans company’s Curve ID jeans campaign, which identifies three main body types – slight curve, demi curve, and bold curve – of around 80 percent of women around the world, has been plagued with controversy. A lot of bloggers and feminine activists criticize the ad, saying it prefers some body types over others.
Some even brand it as “racist” when the main page of the brand’s website featured an image of three light-skinned models.
In an interview with The Frisky, the company’s VP of global communications, Mary Alderete, and director of global communications, Alexa Rudin, explained that there were actually three different print ads that rotated in the range of the three shapes for the ad. And in those three ads, there were nine women that reflect the range of diversity.
They also responded to the claims of the critics that although they have shot both light-skinned and dark-skinned models for the ads, the Caucasian models were used front-and-center in the campaign.
Alderete replied, “But the most important thing to understand about the Levi’s brand is we’ve always been a democratic, inclusive brand. If there’s anything that I feel passionate about reinforcing and addressing in our campaigns is that ethnic diversity is not a checklist for us.”
“We actually shot Caucasian women, African-American women and Hispanic women, but what ended up being more visible was what looked like a one-dimensional presentation of women.”
Another concern that was raised is the size range of the jeans, which approximately fit a 2 to 14 when critics point out that a lot of women are beyond those sizes.
The company answered, “It has always been our desire to fit women of all sizes and shapes globally. It was such a big shift for us to take on the industry to get women to stop shopping for waist size and leg opening and consider it’s really about their shape.”
“It has always been part of our plan [to add sizes] and we have been in ongoing conversations with women of extended sizes and also we’ve researched an even curvier body shape for a fourth fit.”