Wondered if 'slim' jeans can really make you look thinner? The surprising answer is YES!
Of course if you're shaped like Tun-tun they won't transform you into Priyanka Chopra. But, if you're a normal human female with a few extra bulges here and there, the L591 fit will do some streamlining. And hence make you look - and feel - slimmer.
'Slim jeans' is a return to the skin-tight jeans of the early to mid 90s. The kind Urmila wore in Rangeela. The wheel turns full circle after a decade of anti-fits and flares. Though of course, those who like those styles can continue wearing them.
Kya Kool Hain Hum?
Levi's is not THE brand for young people in developed markets because they don't really want to be seen in the same jeans worn by their parents. In the 50s and 60s it was rebellious for middle class America to wear a garment associated with blue collar workers. Now it's cool to be seen in rap and hip hop clothing worn by blacks.
However in India, it's still cool to own a Levi's. Of course they had an early I-want-that-brand advantage but additionally it's strived really hard to create and maintain a trendsetter image in the youth fashion market.
Not all the trends Levi's has attempted to spark off actually caught fire. But a few did. Like cargoes. Then Levi's moved on to engineered jeans (did not take off), low rise (major hit ) and now slim-fit (looks like a winner).
Somewhere in between they also had detachables and reversibles - interesting but with more of novelty than lasting value.
The trouble with being a trend setter is you have to cash in on your trend really quick, before every other jeans manufacturer starts offering it at reduced prices.
And, you have to keep inventing new trends. Or, ressurect old ones but make them look like something new and hip.
Incidentally, the choice of Bipasha as the 'slim jeans' model is a master stroke. The once well endowed (some would say chubby!) star just lost 10 kgs (through diet and exercise). The ad every-so-subtly suggests you'll do the same. Just by wearing those jeans...
Hi Rashmi, my name is Aditya. I'm 19 and I live in Pune. I've been writing for some time now, and I read that you're looking for writers, I thought I'd try.
ReplyDeleteI've got a blog: sillysod.blogspot.com and a website: www.geocities.com/adityabidikar. They will give a somewhat fair idea of my writing skills. If you're interested, you can either post a comment on the blog or e-mail me at adibidi (at) gmail (dot) com.
In all honesty the reason Levi's has been losing share in the jean market (U.S) is not because kids don't want to be seen in the same brand as their moms n dad, it because levis has been slow in creating cooler styles and is over-priced. Also, there is so much more competition, every clothing brand has its own line of jeans. Personally,levis is very uncomfortable and doesn't really look good. Would pick the cheap old navy over levis any day.
ReplyDeleteJatin
(www.twentyonwards.blogs.com)
Jeans as a category, in the last decade, veneered towards commodization. BTW, a resurgence in different styles has put Levis in a spot. There is an interesting read in the following Link(drawn from a New York Times post):
ReplyDeletehttp://emoglen.law.columbia.edu/persp/discuss/505.html
Well, for me, the brand never mattered because I wore longish Tees.. but as of now I go for the sasta GAP (outlet mall zindabad) or the Arizona brand in JCpenny..
ReplyDeleteAnd whatever styles may come and go, at-the waist Flares are what I swear by!
U are right on one count. No slim jean can make a tuntun look PC. But then like the americans we too are turning into obese couch potatoes. after we have always been a nation of food lovers and although we love to order others we ourselves prefer sitting ina chair with our legs up(babudom tradition). So when we see those jeans most prob the rush outside VLCC will surely double but i dont have much hope for levis.;-)
ReplyDeleteha.. nice way of looking into a ad campaign..
ReplyDelete"(some would say chubby!) star just lost 10 kgs (through diet and exercise)."
May be it is the jeans which make her look like that.. ;) and she actually did not loose any weight..
ha.. anyways.. who do you think are behind these ads (not Levi offcourse).. some ad agency.. that "some" is none other than JWT..
A new campaign on Levi Jeans
http://jwtbangalore.com/2006/11/levi-strauss-signature.html