Just because you drizzle syrup on boo-boo don’t make it hot cakes (I don’t know. Just roll with me.) And just because you feign respect for the shape of “real women” doesn’t make it the dawning of a new day. Levi’s may know denim and they may know capitalism, but they wouldn’t know a real womanly curve if it dropped it like it’s hot on their conference room table.
Someday soon, as Americans get bigger and more women fall into that “full-figured” category, which, at this point, is more the average than the exception, designers are going to have to kick that old school thinking to the curb that consumers want to see beautiful, but bony models wearing clothes they’re hoping will sell. Marketing studies have shown that women are overwhelmingly more likely to purchase a product if the gal pushing it looks more like them in age, race and, yes, weight. That includes jeans, Levi’s. Then you wonder why the clearance rack is clogged up with so many overstocked size 2s.
Curve ID let me down, and not just because of the ads. I bought two styles online, sight unseen, because they were on sale but they didn’t come close to the one-stop, don’t-look-no-further discovery I’d hoped for. The fit wasn’t all that impressive. So the love/hate relationship with denim marches on and my two little trusty pairs will remain on call indefinitely until I either whittle myself down to an itty bitty number in the lower single digits or stumble on a brand that can accentuate all that I got going on. Since Mitt Romney has a better chance of leading a conga line at the DNC than I do of being a waif size 4, my money’s on the former, not the latter. Then again, there’s always sweatpants.