Ad for Levi's jeans (Courtesy of Copyranter/http://aka.ms/a1yzb4)

Levi's suggests all 'hot' women wear size skinny

22 Feb 2012 22:09:19 GMT

Finally, advertisers are warming up to the "every body is beautiful" concept and realizing that one size does NOT fit all -- or, maybe not. Copyranter is (rightly) ranting at this Levi's ad featuring three women modeling the apparel manufacturer's denim -- under the headline "Hotness comes in all shapes and sizes." Which would be a totally awesome message if the three models weren't all exactly the same shape and size.

Other brands have made similar body-image blunders, including Dove's retracted casting call for its "Real Beauty" campaign and a recent questionable promo from fitness center Equinox.

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Does Levi's headline with those photos hold weight?

132Comments
Feb 24, 2012 3:12PM
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"Thatguy" also narrows medical reasons for weight gain to 'genetic disorders'.  How very uninformed.

Feb 24, 2012 3:10PM
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"Thatguy" writes as if he assumes I need to cut 500 calories from my diet daily.  Proof in point of people's tendency to make wild accusations based on ignorance.  I retired from modeling after I saw what happens to girls who try to copy the look of others who are thinner than good health requirements.   Also, I stated in my first comment that there are many who do not adhere to proper eating and exercising habits.  "Thatguy" also seems to have missed the point that I did not say obesity is good or beautiful.  I insist that healthy people do come in many sizes and anorexia is a faster way to die than is obesity.  To say that eating too much and exercising too little is true but it is FAR from the WHOLE TRUTH.  Your education is incomplete.  BTW, after retiring from modeling, I studied nutrition and  while I don't 'know it all' , I have a broader knowledge of the subject than you display.  If you would like to broaden your education I can put you in contact with many fine schools which can correct your incomplete education.  Studies also show that men who prefer anorexic mates are insecure males who like the idea of weaklings to control.
Feb 24, 2012 12:31PM
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@ Aspasia
Marilyn Monroe was skinnier and more fit then average girls. se exercised and was born with a good hourshaped body, and she worked out. she was between size 4-8.
and the level of fat you see on the people in the ad is good. its healthy. its not unhealthy skinny. your view of what is healthy and unhealthy is scewed if you think so.
Feb 24, 2012 12:26PM
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@LeafSong
there are only a extremely few who actually get fat because of a genetic disorder. less then 1%.
the rest eat to much and move to little. its that simple.
and being overweight is directly linked to les healthy. its proven in study after study. there is not a propper study that shows being fat is more healthy then normal.
you say people are uneductated. and that is quite ironic, because eating too much and moving too little is the cause. try to remove 500kcal from your diet every day and you will lose weight.
its so simple yet people fail to do it because of misinformation from the media and because the lack of willpower.
Feb 24, 2012 4:31AM
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Whether we like it or not, most people think hotness as being slender, but this photo shows that not only do you have to be slender, but you also have you be of a particular height--tall.  This is where I think most people would disagree.  Hotness for most people is being proportionate and fit not that a woman is likely to be 5'8" and taller. 

Feb 24, 2012 3:42AM
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No.  The ad is almost offensive.  It's as if they're being sarcastic and saying that all women should be that shape and size.  I have a friend who was overweight in high school, then lost too much weight, then put just enough back on.  She was beautiful at every stage.  Levi's needs to find women representing each weight class: small, medium, large, XL, if they're truly going to call all shapes and sizes "hot."
Feb 24, 2012 2:46AM
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No but despite the fact that all beautiful people are not "skinny," the public perception of women who are beautiful tends to the slim, lithesome, and slightly athletic. Advertisers must play to the aspirations of millions of their customers, and to pretend otherwise is a recipe for failure.
Feb 24, 2012 2:10AM
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Interesting that most comments here in support of the super thin look...all slightly different proportions, but all super small models....most comments refer to anything else as 'fat', 'fast food devouring', 'unable to put their junk food down' etc ad nauseum.  Someone even said any overweight person eats too much. How very uneducated.  Yes some people eat too much.  Many have medical problems that cause extreme weight gain.  Also it is absolutely untrue that anyone above size anorexia is fat.  How very vain, intolerant, and brainwashed most of these people speaking seem to be.  A healthy diet and proper amount of exercise is important to good health. Big news people, sometimes the corrections should be eat more and stop stressing about size.

We should pay more attention to what a person's character looks like and less attention to what the outside is.  Many larger people are exactly the right size for their height and are in great health and maintain healthy dietary habits.  Grow up America!!!

Feb 24, 2012 1:43AM
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Shadow Fire--I wasn't aware that being "thin" made one particularly discerning.  It is clear that one woman does have less of a bosom, all three have a waist at a different level, each has a different amount of fat in the fanny area.  That you are so sensitive to such tiny alterations--enough so that you are calling them "differently-proportioned"--actually suggests that you really need to get to a therapist and discuss your body dysmorphia. These women are all the same basic size--as close as any three different people would be.

 

This level of thin, not that long ago, was considered ill.  In some parts of the world, it is still considered ill.  Straight males, when presented with images of women, do not pick this body type as the most attractive--they pick a Marilyn Monroe type, with more curves and healthier looking.  This is what women are taught to want, based on what gay men want--a woman who looks like an adolescent (bearing in mind that all adolescents, male and female, look about the same).

 

Go look at a Rubens for a while and realize that beauty is in the eye of the beholder--okay?

Feb 24, 2012 1:25AM
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No,  Their marketing strategy is waaay vain in the first place.  They're convinced that a heavier woman would negatively tip their sells and scales. 
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