Levi’s “Mirror, Mirror…What’s my Curve ID?” studio invaded
Arizona State on the Oct. 18 in Hassayampa Village, making a huge statement to the
college students who participated in the event. Levi’s® is constantly looking for a creative and courageous
way of helping to make the world a better place; it only made sense that they
would be the ones to put on such a pioneered and selfless event.
The objective for the Sun Devils on the other side of the
spectrum was to have as many jean fittings as possible, in the hopes of partaking
in some friendly college rivalry with the University of Arizona for the $10,000
grant awarded to the winning school. If the event was anything close to
football, then this would be no problem for us!
The event included a white tent filled with a runway-type
feel as there was a DJ, hair and make-up stylists, custom fittings and a
multitude of Levi’s jeans for potential college-student participants to try on.
Mary Mccorkle, Levi’s Tour Manager, said, “Sales is not our
main objective here since we aren’t actually selling our product during the
event. Our ultimate focus is to reinvent our brand by helping to create a fun
experience for others.”
Upon discovering my own curve id through completing the
process, this revelatory experience for me concluded that it was no longer a
size that determined how great a pair of jeans fit, but your unique “curve”
that solidified comfort.
Believe it or not ladies, for once we’ll want to praise
ourselves for our shapely figures instead of feeling discouraged by a number thanks
to this new-wave approach. From the “bold ” to the “slight”, to the “demi”, or
“supreme curve”, there’s a certain fit for everyone!
Flavia Nelson, a Levi’s marketing rep, said, “The real
revolution here lies in the way the jeans are designed in that it takes in to
account your curve and not just your size.”
As I first approached the red velvet ropes, I was utterly
impressed by how the event exuded a professional yet relaxing atmosphere.
The process first began with the students registering, followed
by a custom fitting by one of Levi’s very own reps. Once given your specified
“curve id”, the real fun begins in the process of trying on the perfect fit of
jeans along with getting your hair and make-up done, thanks to Levi.
Once the primping ceased and the jeans were on, it was then
that a brief modeling shoot proved just how amazing each girl looked in her
denim! A token was given to each participant serving as a means of voting for the
women’s academics, athletics and/ or arts programs that would receive the grant
if Arizona State did in fact beat the Wildcats.
Amelia, an Arizona State Junior, said, “The music and lights
were what really drew me in and once involved, I felt like I was some sort of
celebrity!” It was true that Levi really outdid itself with putting on such an
innovative and inclusive event, being that any student had the opportunity of
feeling like a rockstar if they would to.
If Levi’s motives for its’ “go forth” campaign are to
reinvent itself with positive change, then their most definitely heading in the
right direction. It seems as though they have found a successful approach at
balancing denim with dreams. After
all, if the jeans fit…then they’re most likely Levi’s.
Avery Robrock
