Now this is getting really fun: there’s another pair of perfect pants on the market! What’s with this quest for perfection? Isn’t anyone willing to make mistakes anymore? In fashion?
So Levi’s came out with this brilliant revolutionary idea called Levi’s Curve ID. Declined in three shapes the Slight Curve, the Demi Curve and the Bold Curve, the new skinny jeans are supposedly ready to fit every woman’s body type out there. $115 and the guarantee that your jeans are your true fit. I disagree with the skinny jeans aesthetic to start with, so I’m really not buying this. How about you? Do you really think this perfect pants story? The Gap version, now the Levi’s? which is which and which is witch (hunt)?
The ad campaign was brilliantly conceived by Wieden+Kennedy who work with brands such as Nike or Tiffany’s. The entire approach of Levi’s new ID campaign is personal, like it would be providing the Holy Graal of fitting answers and searches. A young, fresh casting, an active, playful set of visuals for a product that seems to be actually working as I tried them myself and can funnily attest to that!
The future only will tell us if the W+K campaign or the innovative concept proposed by Levi’s would have caught on with a large audience. You can weigh in and share your jeans-experience!