New fit and campaign for Levi's

The new fit concept, Levi's Curve ID, addresses the frustrations that women experience in finding the perfect pair of jeans. Based on a study of more than 60 000 women's bodies around the world, Levi's Curve ID delivers a collection of jeans that women can finally "believe" in. The emotional positioning of "Believe" led Levi's to create a campaign that would capture the spirit of this word. The result is a campaign that celebrates real women and their curves, and that was created specifically for a female audience.

"This campaign celebrates the confidence and courage of the Levi's woman - inspiring, multidimensional and youthful, always believing in herself, what she does and what she wears," said Debbie Gebhardt, marketing director for Levi Strauss South Africa. "With Levi's Curve ID, we are really changing the way women perceive their own body shape and shop for jeans."

Meeting the needs of local consumers

The global campaign features three artists representing each of the Levi's Curve ID fits. The inclusion of a fourth fit, Levi's EVA jeans, in the South African market to meet the needs of local consumers, led to the development of a local version of the campaign. The brand's local music and engagement agency Matchboxology was tasked with finding four young dynamic artists who were confident, sexy and bold in the pursuit of their own success, while also aligned to Levi's brand values of courage, integrity, authenticity and empathy - and, of course, representative of the four distinct body shapes that characterise the new fits. A lengthy search ensued, culminating in the selection of four unique talents: DJ Candice Heyns, singer and songwriter Josie Field, lyrical poet and actress Naima Mclean, and DJ/VJ Fix Moeti.

Local advertising campaign

These four dynamic divas will not only feature in the local advertising campaign, but will also work closely with the Levi's team over the coming months on the brand's long-standing HIV/AIDS initiative, Levi's Red for Life. In a series of events to be held near campuses around the country, the four divas will host live gigs followed by interactive discussion groups focusing on the topic of life and love in the time of HIV and AIDS. The all-woman line-up aims to target a group disproportionately affected by the pandemic - young women.

The four artists will make their first official appearance together at The Women's Show in Johannesburg, today.