Levi’s ad sparks controversy, “hotness comes in all shapes and sizes” (Photo)

By Angel Cuala on Feb 23, 2012 in Fashion, Lifestyle, United States • No comments

A Levi’s ad with tagline “hotness comes in all shapes and sizes”, as shown in the photo below, is currently under controversy, after being dubbed as an ‘insult’ to American women particularly to size six and above.

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Levi’s ad (left) and full-size photo of the models
(Click Image To Enlarge)
Image Credit: Levi’s/Copyranter/Reddit

“At Levi’s, we believe that beauty comes in all shapes and sizes. That’s why we developed Curve ID – a revolutionary fit system focusing on a woman’s shape and proportions, not her size.” A statement reads on the Levi’s ad, which was believed to be first published at Reddit.

Apparently, the above sentence is written under a photo of three slender women in a ponytailed hair and seemed to be looking very similar to one another, except that the one in the middle has blonde hair.

Nevertheless, Copyranter, an advertising watchdog blog, on Wednesday, February 22, 2012, noted that the models do not fit to the actual average size of American women, and stressed out this is not the first time that a Levi’s ad made a mistake.

Back in 2010, noted feminist Shelby Knox revealed on her blog a Levi’s ad with almost having the same principle with the recent one especially about the different “curves” of American women.

Just like the latest Levi’s ad, the three women in the earlier ad are slender and have almost the same size far smaller than the average American woman, which is size 14, with Anna North of Jezebel.com noting that the company doesn’t seem to understand what “different” means.