Levi’s Curve ID: Not all butts are created equal

The brand is launching a virtual fitting room to educate consumers about the new Levi Strauss 'fit science.'

Before launching their new line of Curve ID jeans, Levi’s designers studied more than 60,000 body scans and interviews to create styles that would fit the majority of women.

To show consumers the results of all that hard work, the brand launched a global campaign this week with the messages ‘Hotness comes in all shapes and sizes’ and ‘Not all asses are created equal,’ spanning print and digital media in Canada.

Print ads will appear in Lou Lou, Flare, Fashion and Elle Canada magazines, while a virtual fitting room will launch later this month on Levi.ca where women will be able to find out what their own Levi’s curve ID is, according to a spokesperson. Wieden + Kennedy, based in Portland, Oregon developed the creative while Toronto’s Draftfcb handled the media plan and campaign execution.

The designers for the 75-year-old brand created three custom fits based on the difference between the measurement of a woman’s hip and seat – the greater the difference, the more curvy the body. These include Slight Curve, Demi Curve and Bold Curve.