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September 26, 2011 at 6:08 pm
I recently checked the campaign on Style.com. Its nice to see the pics full size. The two girls are so beautiful and the lighting is sublime!
Jules @ Style Anthem
love this! very organic, levi is an amazing brand…no matter how many denim labels come and go levi always reigns supreme. Great job Scott…well captured.
September 26, 2011 at 6:12 pm
These photos are gorgeous, but I don’t see a variety of curves, I see a variety of different women who weigh within about 15 lbs of one another and are overall slim. Definitely not representative of the variety of curves present in the overall population!
September 26, 2011 at 6:23 pm
really nice shots. second outfit’s awesome. would have liked to see the back of the jeans though…
September 26, 2011 at 6:36 pm
While they are quite beautiful pictures, they hardly represent a variety of curves. Size six and up need fashion advice just as much as the skinny minnies, is there no one inspirational on the streets for us?
September 26, 2011 at 6:41 pm
beautifull pictures but those women are not “real”, they’re quite slim and their butts are perfectly shaped.
September 26, 2011 at 6:42 pm
Love the shots and Ohhhh so many curves :)
September 26, 2011 at 6:56 pm
Actually, a few of those women were a size six or possibly more. Sizing depends not only on weight, but height. So a woman wearing a size 12 pair of jeans who’s 6ft, probably isn’t going to look the same as a size 12 who is only 5’2.
Also, their butts better look perfectly shaped, because that’s what a good pair of jeans do. Sheesh. Being a “real” woman doesn’t mean that your clothes always look bad and you have a perpetual muffin top.
September 26, 2011 at 7:07 pm
The young lady shooted in the second photo reminds me a shoot you made in Milan during March Fashion Week. Is she the famous you found curvier than other skinny fashionista?!
If she was, this a pleasure to see her in this campain.
September 26, 2011 at 7:10 pm
A great pair of jeans will make your butt look great! Amazing photos, Scott, really cool program!
September 26, 2011 at 7:13 pm
I’ve got curves, I’m a real woman, and no one in your photos comes close to representing me. I know Levi’s come in my size. They just don’t want to own up to it.
September 26, 2011 at 7:19 pm
Love them and the new tapered silhouette for men. The all-American jean is back!
September 26, 2011 at 7:26 pm
@ guts: I am a *real* woman at size 2.
September 26, 2011 at 7:28 pm
Shop Dresses Online at Copper Etiquette
September 26, 2011 at 7:38 pm
Okay, I understand what a lot of the comments are trying to say and agree it would’ve been nice to see a little more diversity, but…
Can we please stop describing women who look like the ones in these photos as not being “real” women? Of course they’re real. The size and shape of your ass does not determine your femininity or whether or not you actually exist. That sort of crap just pits women against each other and it’s really unnecessary.
September 26, 2011 at 8:03 pm
Wow! This is a great campaign! Love the women they look natual yet fabulous!
September 26, 2011 at 8:15 pm
I love these pictures. They seem so organic yet I’m sure they were styled and posed. Great job!
September 26, 2011 at 8:25 pm
Jeans and high heels…Sexy!
To be fair to those women I’m pretty sure they’re all real. None of them look like creations of photoshop. Maybe they don’t represent every single woman in the world, but I think we should admit to ourselves that yes these women do actually exist and they make Levi’s jeans look good.
September 26, 2011 at 8:49 pm
I tried Levis for the first time and am HOOKED. The jeans are amazing!
September 26, 2011 at 8:52 pm
Hello. The size of the butt doesn’t make a woman real or not real. I’m so sick of this talk.
September 26, 2011 at 9:13 pm
Love the different denim on denim looks.
September 26, 2011 at 9:19 pm
not your average looking women that s for sure! they are smoking hot and have great style. great photos.
September 26, 2011 at 9:47 pm
Both are so pretty.
September 26, 2011 at 9:51 pm
its problematic that this campaign supposedly represents a diversity of curves. it does not make the women who are in the campaign any less real, or any less attractive, but it creates a very narrow window for the definition of beauty.
if an ad campaign is going to claim that it shows a variety of curves, there should be a much wider variation of sizes, heights, and shapes.
September 26, 2011 at 10:02 pm
All issues about “realness” aside, I love the shoes in the top image, and both women are gorgeous! Beautiful photos! Bravo!
September 26, 2011 at 10:06 pm
All of your Levis ladies look great! Can’t beat good ol’ Levis! I especially love the second outfit above.
September 26, 2011 at 10:11 pm
I’m sorry but they are not curvy!
September 26, 2011 at 10:27 pm
Love the denim!! But mostly the girl on top!! She’s my fav!
September 26, 2011 at 10:31 pm
This is so great! I love it when curves are celebrated :-)
Under My Umbrella
September 26, 2011 at 10:38 pm
I own a pair of the Curve ID Levi’s jeans in Supreme, and they were the first pair of jeans that actually fit me and felt comfortable. They were actually made for my shape instead of assuming that since I have a 25 inch waist, I must lack hips and a rear end.
These photos absolutely display diversity in a way that isn’t often shown or celebrated. The models with gazelle-like legs are lovely and certainly real women, but it is not often we have representation of women with more shapely legs, hips, and rears. Just because a plus-size girl isn’t represented doesn’t mean that there isn’t diversity, especially since many of these shapes don’t usually have any sort of representation in your typical fashion spread.
I love how you captured the bubble-ness of their butt.
Yes, I’m a woman. No, I’m not a lesbian.
They’re REAL (not a figment of photoshop).
September 26, 2011 at 10:51 pm
Loved your photo of the blonde with the shirt tied at the waist!
September 26, 2011 at 11:01 pm
Not many things sexier than a hot woman in a tight pair of levi jeans.
September 26, 2011 at 11:13 pm
One——these women are unusual. They are not skinny, not fat, but a curvy ideal rarely seen in real life. The truth is, very few “real” women actually look their best in jeans. Jeans were invented for workmen, not curvy or heavy females. Skinny women built like guys can wear jeans well, but the majority of women would look better in other clothes.
Two—–I am sorry to see the sartorialist shilling for Levi’s or any other corporate brand.
Three—-So isn’t there any interesting street style going on at Occupy Wall Street? I would much rather see photos of that than anything I’ve seen here in the past few months, except the wild Japanese street style. That was creative, inspiring and exciting.
September 26, 2011 at 11:29 pm
Absolutely lovely. I love the more high waisted fit, and I love how it flatters the different shapes. The women are all different. None of them are over or under weight, but they range from a healthy slender, to a healthy curvy figure. I think thats best. There certainly are bigger women, and there are certainly smaller women, but that is to be expected. No reason to put up the scary extremes.
September 26, 2011 at 11:34 pm
Awesome. All around…
September 26, 2011 at 11:55 pm
Beautiful pictures really, I love the light in the second one. But none of these women are especially curvy, ok I know Levi’s makes jeans for different body types, and that is great. I have a few pair in Bold curvy, size 32/34. And I love the jeans! Best ever. That is maybe curvy, or big, whatever. These women are slim and fit and some of them even tiny. But that does not make them fake anyway, these are REAL women as well!
September 27, 2011 at 12:10 am
It’s annoying that people only call fuller-figured women “real”. I have no curves, never have.. does that make me “fake”? T___T
September 27, 2011 at 12:49 am
I like these photos. but they all look like every other “hot” girl today. cute butt, VERY skinny. What is curvy about that?
September 27, 2011 at 1:09 am
September 27, 2011 at 1:11 am
I would love to see a greater variety of curves. There are so many sensational looking larger women with fantastic style out there who can rock the heck out of a pair of jeans.
I love this blog, and I understand as someone in the fashion world, there’s going to be a heavy skew towards thin model-types. But can you honestly say you’ve *never* seen a fabulous looking heavy woman (or man)? Fashion gets harder when you’re squeezing your lumps and bumps into the latest trends. When you’re a size 16 you can’t just throw a trench over a baby-doll dress over a pair of harem pants.
I think your pictures are beautiful, but I would just love to see a greater range of body types. Everyone can be beautiful, and failing to showcase that only contributes to the self esteem problems that unfortunately plague our society’s women today.
September 27, 2011 at 1:24 am
It just occurred to me that you rarely, if ever, shoot women over…30? 35 tops? We have style too!! And some of us are aging very nicely, thank you.
September 27, 2011 at 1:30 am
Ah, dream curves! Love these Jeans, love what they do for these ladies’ curves. So many jeans try to minimise your curves and just wind up flattening you out. Where’s the love in that? If you’ve got them love them I say.
September 27, 2011 at 1:58 am
What a lot of crap, all these women were pretty much slim and young.
Good pictures but I just think it is nonsense to say that these are normal.
September 27, 2011 at 2:09 am
“There should be a much wider variation of sizes, heights, and shapes.”
And agree with Mamdame M., second girl is that one “curvy” with “sturdy legs”, isn’t it? ( http://www.thesartorialist.com/photos/on-the-street-angelika-milan/ ).
Please you and Garance come back on earth.
Those are real girls for sure but talking about “a variety of curves”…??!!!!
As said Clare : “There should be a much wider variation of sizes, heights, and shapes.”
But I thought exactly the same seeing the “official” Levis ad.
Don’t you walk in the street out of FW not to see girls with real curves?
Come on please…
September 27, 2011 at 3:15 am
September 27, 2011 at 4:11 am
I must admit I’m kind of disappointed, I was hoping to see women more my size (I’m a 10-12 US)… these are beautiful girls but they’re not “average”, they’re just a shade over “model”, actually. Not really very curvy IMO.
On the other hand they are naturally gorgeous, and the photos are great and well-styled.
Great!! It’s so hard for me to find jeans that fit, I haven’t even bothered for ages, but this post has inspired me… I might try again. Thanks Scott.
September 27, 2011 at 4:26 am
so perfect captions
September 27, 2011 at 5:02 am
Beautiful, but to be honest I am slightly disappointed that older women are not represented. You have photographed quite a few stunning women over the age of 40 and 50 and I amongst many slim, attractive, young looking over 50 year olds would truly appreciate a heads up…. after all most of us have been wearing levi’s on and off for the last 30/40 years… Hell I just dragged out my old 501′s and keep getting stopped by ladies asking where I purchased them!
Again, beautiful pictures of beautiful young women.
September 27, 2011 at 5:25 am
The campaign: “It’s about shape, not size.” Being curvy does NOT mean being heavy, it means your hips and butt are bigger than your waist; it means your body curves! You can be heavy and wear a “slight curve” fit, just as these slender women with curves are wearing the “supreme curve” fit. Plus sizes for all these jeans are available, but size does not equal curve.
September 27, 2011 at 6:02 am
i am from india..and recent levi ads have won me over..it is hard to come by good ads
as for the jeans i am very happy with my curve id :D
September 27, 2011 at 6:17 am
i just read some of the comments & hence a 2nd comment.
i am fat.it is hard for me to buy jeans that fits well and looks good.levi has come up with shapes which makes it possible for no muffin tops,no tight seats,no loose everything just to fit the bum.
i agree a butt size doesn’t define anyone’s beauty but the ads don’t claim to promote every size and then doesn’t serve.atleast in the 1st ad in india there were shapely bottoms…let’s be honest at whatever size toning looks better than jiggly flab.and camera’s can hide them with correct angles. these girls are beautiful.all of them no matter what id they have.
weight talk and body shape/size talk is rubbish.
a girl can be beautiful at absolutely any shape.
if you truly think size is irrelevant then you should feel so about sizes smaller and bigger than yourself.some people react as if between skinny and obese there is no other shape or size.
September 27, 2011 at 6:26 am
The girl on the first picture is gorgeous! So confident – beautifull!
September 27, 2011 at 6:53 am
Wowza, here we go again.
Scott, photos/models are lovely. And i think you’ve done a great job with the curvier gals. I feel the photos show us the ID line’s got something for many of us. Sooo, I’m gonna go give a try on my curvy hips, flat butt(need pockets). am anxious to see how they look on my size 10/12 US legs. So from a campaign perspective Scott, you’ve done a fine job. We’re off to suit up to try them out, and most likely buy.
Mission almost accomplished. .
Ps/diff subject. While in Milano if you see any of those older (50 ish and up) stylish, elegant woman…would love to see some here again. I really want to see what they are wearing to shows and on streets. just love those photos. Can live without polka dot anklets for a few frames of mature Italian elegance. Surely, i’m not alone…..and, of course more Lino too;) Thanks Scott, you make it all such fun!
September 27, 2011 at 6:54 am
I saw the shoots on Style.com, amazing! Love the picture and the real woman. Congratulations!
September 27, 2011 at 7:43 am
The photos are lovely but I don’t see a variety of curves.
September 27, 2011 at 8:05 am
At 5’10″ and 165 pounds with no hips or bum, I find men’s Levis are the only ones come close to fitting me, but then the waistband is a bit too tight around the top of my hips and cuts in when sitting down. I do NOT fit the legend :(
September 27, 2011 at 8:25 am
Beautiful pictures, as always. But I am very sorry neither one of these women is curvy. You have focused on attractive, beautiful woman, but without any variety of shapes, sizes, figures…. They all the same. Very disappointed.
September 27, 2011 at 8:37 am
I love Levis. they always have what you want!
THe jeans on the pic are amazing well fitted!
September 27, 2011 at 8:44 am
Very neat project, love the realness of it. Wish I could say the same about the actual Jeans, I tried every style and nothing worked, must be me….
September 27, 2011 at 8:51 am
although though I do wonder why people call not-super-skinny women ‘real women’, as if women who are not very curvy are fake.
September 27, 2011 at 8:59 am
Thank you for these beautiful pictures !
We appreciate very much !
September 27, 2011 at 9:18 am
those levis bold curve jeans are fantastic. I have 3 pairs!
September 27, 2011 at 9:39 am
I really love that campaign, it’s good that such a famous brand as Levi’s encourages diversity! I wish I had the curves of the lady in the Modern Supreme Curve Skinny Jeans!
September 27, 2011 at 10:25 am
Viva la real women!
September 27, 2011 at 10:50 am
No diversity. Same shape-less women you always see…. I was hopeful… but nothing but skinny women. I think I saw ONE curve….
September 27, 2011 at 11:19 am
Jeans are like swimsuits. You have to try on a gazillion before you find the ones that are right for you. And then, you’d better not gain any weight or it’s back to the fitting room all over again.
September 27, 2011 at 11:21 am
I agree w/Catherine: photos are beautiful, but all the women look about the same size, which is to say, skinny. I thought the point of the Levi’s campaign was that it fits women in a variety of sizes, not just skinny women with a variety of hip/waist measurments.
September 27, 2011 at 12:58 pm
Awesome photos with superb lighting ( as always ) however I do agree with many comments above – I would love to see more shapes and sizes represented here. The overall body of your work implies that only slim women can be stylish. I’m waiting for gorgeous shots of beautiful PETITE ABOVE AVERAGE sized ladies in different age ranges!! I know you will not disappoint !!
September 27, 2011 at 1:28 pm
Love the jeans and heels on the first photo !
Sounds like a very cool project, curious to see the whole photoshoot !
new post : my outfits in Lisboa
September 27, 2011 at 1:45 pm
Beautiful pics but like other commentors I don’t think they represent all women. So can you take photos of the other 3.5 billion+ women on earth so that we can see an accurate representation?
September 27, 2011 at 2:27 pm
I love the Levi’s Curve ID. Finally a pair of jeans that fits perfectly!
September 27, 2011 at 4:00 pm
Who is the redhead in the hat holding the camera? You’ve photographed her before I know. Back when you caused the ker-fuffle over calling her curvy I think! Looking for redhead inspiration since most of us are “curvy”. Thanks in advance.
September 27, 2011 at 5:43 pm
R u guys for real? “These women are not curvy, they are not real” Are you blind, stupid or what?
How many times does someone have to explain that bodyfat does not equal curvyness?
Take a look at the first picture. Doesn’t she have curves? – Take a second look at her body.
It makes me so frustrated when people say they aren’t real women because they supposedly have “no” curves.
I’m straight as a board, does that make me less of a woman?
Both girls are absolutely gorgeous. Great photos.
September 27, 2011 at 7:23 pm
Curves!! These women look normal to skinny. If this is what curvy looks like in the advertising world I hate to think how my body type would be branded.
September 27, 2011 at 7:32 pm
Great jeans!!! ;)
September 28, 2011 at 9:22 am
Great photos but I can not say this is campaign is a representation of women with “curves.” Each person was around the same size. I mean would have love to see a 0 as well as a 12 in the shoot. So I hope one day to see a campaign that really shows a vast shapes of women in fashion.
Love your blog!
September 28, 2011 at 9:32 am
why the fat ducks will always see curvy women as skinny??
These are beautiful pictures of gorgeous curvy women .
people must realize that curvy does not necessarily mean to look like Snooky.
September 28, 2011 at 10:53 am
I’m sick of this idea that women under a size 6 don’t come in different shapes and can’t be curvy. We need a way to differentiate “curvy” a la 50′s bombshell and curvy a la modern voluptuous. To me that first women is quite curvy. Also, as a petite size 2-4, I am nonetheless much curvier than standard sizes usually account for and the waist in my pants usually gaps. I for one am really happy to see a brand accounting for curves. These women certainly have different body types even if they are slender.
September 28, 2011 at 1:02 pm
Oh for god’s sake, don’t you people have anything better to talk about than defending your body shape? There are people camped out near Wall Street trying to defend democracy, protesting the influence of money in politics and all you people can think about is the size and shape of your “curves”? THEY are the REAL people!
Heather in Arles
September 28, 2011 at 3:51 pm
Wow! All I have to say is that I love all of the comments! All of them! But I am especially fascinated by how the “size” and “age” issue came up together (as in “Scott, please show more women over 30″) when they are very, very different subjects indeed.
I am happy to see some ladies that aren’t Q-tips, who own their look. And yes, they do have curves whether they are a size 2 or 12! Who cares? These ladies may roughly have been around the same size but not at all the same shape–which was the point!
September 28, 2011 at 4:28 pm
Love these Scott!
September 28, 2011 at 8:03 pm
I am a size 2, not curvy, do not have a complex about this – but I am sorry, this campaign does not represent a variety of curves. What variety? These women are all beautiful….just don’t say that it’s something it’s not. I truly love your site and am a huge fan but am disappointed that you consistently seem to fail to recognize the narrowness of your viewpoint in terms of women’s body shapes. You see beauty in thin women; this site is your vision of what’s beautiful, and we all get to enjoy a window into your vision….but you do not show a variety of curves. And you don’t have to….just please stop claiming that you do.
September 29, 2011 at 5:47 am
Gorgeous, stylish, proper curves POW!
September 29, 2011 at 8:28 am
I find it just as offensive to see plus size models who are clearly over their healthy weight as to see anorexic girls being looked up to as ideals of beauty. No, I don’t think being comfortable in your own skin at 200 pounds should be encouraged. The models featured here are beautiful; they are not skinny at all, if you think they are, you probably live in an unhealthy culture. It’s time to travel abroad.
September 29, 2011 at 1:01 pm
“I think everyone knows not to believe in magazines anymore, they know that magazines are just page after page of advertisers. Magazines are driven by fear: they have to keep these advertisers and do these things for them. But now blogs have grown so big that I get emails like that all the time. But we know, Garance and I, that the thing for us is the level of integrity so we just don’t do it.” – Scott Schuman
September 29, 2011 at 2:06 pm
How do these pictures represent a variety of curves? All these women are literally the same size. I am dissapointed.
October 1, 2011 at 3:05 am
if only these women actually had CURVES. Photography amazing as ever though.
October 1, 2011 at 12:14 pm
The two pics selected for the blog post were my favorite from the style.com shoot. Those are two very beautiful women — they make the jeans look great.
To weigh in on some other things:
1. “Curvy” doesn’t indicate a particular BMI range. You can be thin and curvy, you can be fat and curvy. It’s a shape, not a size. The two women are not overweight, but they are curvy.
2. It’s not really a fair charge to say that The Sartorialist doesn’t photograph older or larger women. I’ve read every single post since the blog started, and there are a number of striking older women. There are also some stunning larger women (I remember one in long black layers with long necklaces and chunky heels who looked fantastic — I bookmarked that image.)
3. I’d rather have a company like Levis decide to have a campaign that featured street style photography than do the studio + photoshop thing. I can’t complain about the Sartorialist pursuing opportunities like this.
October 2, 2011 at 12:13 pm
The chick at the top seriously needs a belt. I get that her pants are tight, but she needs a belt. I would choose a seafoam green skinny lether belt with a tiny gold buckle. I wear denim or chambray every day. I like to see it done correctly. I <3 you.
October 5, 2011 at 5:22 pm
I agree with Mar. The average woman in the US is hovering somewhere between a size 12 & 14. Although making sickly skinny women role models for girls is unhealthy, making overweight women for girls is just as unhealthy. We live in a culture that is increasingly becoming more and more overweight & I don’t agree when people feel they need to try to justify obesity by celebrating it in the media. Being overweight is unhealthy & I’m happy Scott is photographing curvy healthy women.
October 7, 2011 at 12:54 pm
This woman on top is damn sexy, and that’s a great shot. I could look at it over and over again.
October 17, 2011 at 6:34 am
People, this is ridiculous. Curvy does not mean plus size. Curvy refers to the proportions of their bodies. So yes, they are curvy. I abhor this misconception that skinny people can not be “curvy”. My best friend is a size 2 but has a very curvy body. The girl in the second girl doesn’t look very “curvy” in this photo, but at her blog “Angy’s tea room”, its clear that she is. Also, none of you are aware of how tall they are. Taller women at a size 14 will look more “normal” sized than a shorter woman in the same size. We’re all different and “curvy” represents a wide range of women.
Patrick Pedat Ebediyah Golston
February 7, 2015 at 1:11 pm
It’s a silly debate because it’s all visual and as someone wrote before it’s about SHAPE, not SIZE.
So I’ll make this as visceral as possible.
If you have:
1. A relatively flat stomach without love handles.
2. Hips that curve outwards from your waist and flow inward towards your upper and outer thigh.
3. Ass that is either round or curved out from your lower back and flows inward towards your upper hamstring.
The more of #2 and #3 you have with minimal of #1, the more curvy you are shaped, and it doesn’t matter what the numeric size of your garments.
The contemporary BIAS is towards fat chicks with big boobs and hips and ass who call themselves “Curvy”. They are really considered just a fat (thick) woman because they have too much body-fat in those areas, and they wear shaping garments to hide the rolls around your waist and midsection.
But visually they are curvy regardless of is loathe to be complimentary to over-fat women.
Here is something that is interesting.. Which ones are curvy?