LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Jan 17 2011

A Bold Road Trip -- Demi and Slight, Too

One of the best parts of working for a global company is seeing how the same product is marketed in different parts of the world. Take Levi’s® Curve ID jeans for women, for instance.

If you’re in the States, you’re probably familiar with the marketing campaign for this revolutionary new approach to woman’s jeans – in which the fit is based on shape, not size. You can see the jeans now on the Levi.com U.S. site.

Now, Levi’s® India has become the first of our markets to launch a TV spot in support of Curve ID jeans. The commercial involved Levi’s® team members from India (of course!), our Asia Pacific group and the United States, plus the Bangalore office of J Walter Thompson, our creative partner for Levi’s® India. Clearly, a global effort.

The first-ever Curve ID spot follows three young women on a pioneering journey. Clad in Levi’s® Curve ID jeans, they confidently pursue their passion with an adventurous spirit.

If, after watching the spot below, you have the desire to visit the sunny beachfront shoot locations, head to the state of Goa in Southwest India. Adding it to my list!

Posted By: Cory Warren, Editor, LS&Co. Unzipped

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Tags: dENiZEN™

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frmn (not verified) - Jan 18 2011

"fit is based on shape, not size" what does in mean in fact ?

Editor's note: Hi frmn. Thanks for your question. Rather than try to explain it myself, let me point you to the August news release, which did a good job of explaining the phrase and the concept. You may also want to look at the levi.com site to learn even more.

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