thedailywhat:

Badvertisment of the Day: A controversial ad for Levi’s controversial “Curve ID” brand of jeans has drawn fire for claiming “hotness comes in all shapes and sizes,” while depicting only one size: Small.

The average American woman is a realistic size 14, but the models in Levi’s’ ad all appear to be in the low single digits. In fact, the only noticeable change from figure to figure is an increasingly protruding backside.

Reached for comment, a Levi’s spox says the ad is from last year, and is by no means “representative of all women’s body types across the globe.” (No guh.)

The Curve ID line claims to offer relief for curvy women who have a hard time finding a pair of jeans to fit their shape. But Levi’s choice of cuts suggests a hint of judgement.

There’s “Slight,” “Demi,” “Bold,” and the recently introduced “Supreme.” 

[shine / ontd.]

I have had so many problems with this advert today. On a messageboard I visit, I was faced with a whole heap of people who “couldn’t see the problem”. 

They really saw no issue in an advert which pretty much tells you that of COURSE you can be “hot” (which is, of course, the primary function of any woman…) if you just buy their jeans which come in ALL sizes - that is all the sizes that count. Any bigger or smaller and you’re out of luck. So to recap - “hotness” (because who’ll love you if you’re anything else?) is available to all skinny, long-legged (but I’m guessing the very long-legged will continue to share their collection of fabulous socks with the world as jeans fail to reach their ankles…), rich (enough to buy levi jeans…), white, able-bodied women. 

The rest of us mutts can go back to where we came from to languish in solitude because we’re wearing the wrong fucking jeans. 

Of course, I’m only angry because it’s “that time of the month” and I’m clearly a hysterical bitch in need of a slap. I bloody dare you…