Is Levi’s ‘LOT700’ the answer for women?
by Yoeri Khyrian Jonker / posted on 03/09/2015
Levi’s finds women inspiring. In the last few seasons, we’ve seen the brand switch their focus and embark on a journey to find the perfect collection of jeans that will make every woman on this planet happy. Now let’s be honest: that’s a very ambitious goal, because the beauty in being human is that we are all unique in size and shape. And let’s be even more honest: women know what they want, and they know that better than men do. Unlike men they all want something tailored to their needs, and as we know those needs change from time to time. So how do you solve that problem?
Well, Levi’s believes that their LOT700 collection of 6 fits – with over 19 different colours and washes – is the answer to that problem. Inspired by the first jeans they every made, the Lady Levi aka the LOT701, this collection winks at the luscious shapes of Marilyn Monroe, who at her time changed the conventional image of what a woman should look like. But that’s not the only reason why they referenced to their first jeans made exclusively for women. Here’s what Karyn Hillman, Chief Product Officer at Levi’s®, had to say about it:
“Eighty years ago, Levi® Strauss & Co changed the course of women’s fashion by creating the Lady Levi’s® jeans – the world’s first jeans made exclusively for women. Today the world of denim has moved on a great deal, so we continually review and evolve our fits to make sure they are relevant for the times. That combination of authenticity and modernity is massively important to us. Innovations happen and we push forward but we always stay true to our roots.”
Judging from the campaign, which did a wonderful job in casting a diverse variety of women that represent all the different shapes and sizes you will find in this world (hint: sarcasm), I personally don’t feel like every question I had about this topic has been answered. Like, do these six jeans solve every problem women face when looking in their closet? Especially those moments when trying to find a pair of jeans that fit their shoes and top? And will this collection finally stop women from asking us men the dangerous and relationship threatening question: does this make my ass look fat?
To our female readers: what do you think about this collection?