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Last week, there was pretty big news in the denim industry. Levi’s announced a new women’s denim collection and their fall brand campaign. Sure, it sounds like no big deal—another season, another marketing campaign, right? Well, we don’t think so.
This campaign is the largest effort from Levi’s aimed at women since debuting their first pair of women’s jeans in 1934. That’s right … 1934! Surprising, no? Women clearly love their jeans, so we’re a little shocked to hear that this is their first attempt to appeal to a broad group of women since 1934. However, we are happy to see Levi’s addressing the importance of creating a denim line for women of all shapes and sizes. For a brand as large as Levi’s (inventors of the original blue jean), we’re surprised it’s taken this long for them to address the gap in the market. But then again, it’s no easy task. Regardless, we’re happy that Levi’s is shedding light on this issue.
Levi’s is also touching on the frustration with finding the perfect pair of jeans. We obviously share in that belief, so it’s great to see a big brand talking about it too. Levi’s CMO, Jennifer Sey, was quoted as saying "A lot of women feel like jeans aren't made for their body shape, and it's a frustrating experience, so we're looking to change that with this new collection."
There are a few other elements of the campaign that got us giddy. For example, we love that Alicia Keys is the face of the campaign. Especially when she kicks off the promotional video stating “All women are naturally badass.” Why yes, we’d have to agree. Can we also just mention how much we love these nostalgic pics of women in their Levi’s.
Overall, we were really excited to see the messaging behind this campaign. There’s still a long way to go when it comes to perfecting fit and truly representing women of all shapes and sizes. We just hope that what we’re doing here at Fitcode is also helping that effort.