While waiting for the bus today, I spotted this advert for a ‘new way’ of sizing jeans. In Levi’s utopia, women are classified into three body shapes, the mysteriously-titled ‘bold curve’, ‘demi curve’ and ‘slight curve’.
Each body shape appears identical to the others, so I cannot discern the criteria upon which this classification system is based.
The women’s hips appear to be the same size. The women’s thighs appear to be the same size. Perhaps, therefore, the classification is conducted upon arse size.
If this is true, then why is only the ‘slightly curved’ bottom visible?
Is it that anything above ‘slightly curved’ is inherently repulsive and must be shielded from the general public lest we see a FAT DISGUSTING FEMALE ARSE? Oh, the humanity.
Is it because Levi are protesting the recent paradigm shift that ‘real women have curves’, and subverting this by presenting us with only what is presumably the smallest amount of ‘curve’?
Is it because Levi are commenting on the fashion industry’s insistence on a body with no fat, no hips, unattainable to most people? Perhaps they are cleverly playing with that idea by presenting us with three identical women?
Or is it because they are playing that last question completely straight? I have a sneaking suspicion that they are.