This Levi's 512 Unisex Campaign is the Perfect Fit for Both Sexes
Amelia Roblin — June 5, 2011 — Fashion
References: miamiadschool & adsoftheworld
In the past few hundred years, Western fashion has moved from distinctively gender-suited styles to incorporating more gender-neutral androgynous apparel, and this Levi's 512 Unisex campaign promotes the utter versatility of this particular fit of jeans.
Denim often poses a tricky question when it comes to cut, as women generally require wider hips and a smaller waist in their pants, differing greatly from the straighter shape that men seek. Marketing a style of slacks that fits both girls and guys is not an easy task, but the Miami Ad School has managed to churn out a clever set of prints.
To succeed in attractive consumers, the Levi's 512 Unisex campaign had to prove that both sexes can look striking in the same pair of jeans. They accomplished this by swapping in arms and legs that oppose the gender of the primary wearer.
Denim often poses a tricky question when it comes to cut, as women generally require wider hips and a smaller waist in their pants, differing greatly from the straighter shape that men seek. Marketing a style of slacks that fits both girls and guys is not an easy task, but the Miami Ad School has managed to churn out a clever set of prints.
To succeed in attractive consumers, the Levi's 512 Unisex campaign had to prove that both sexes can look striking in the same pair of jeans. They accomplished this by swapping in arms and legs that oppose the gender of the primary wearer.
Trend Themes
1. Gender-neutral Fashion - There is a growing trend in the fashion industry towards gender-neutral clothing that can be worn by both men and women, creating opportunities for brands to develop inclusive and versatile clothing lines.
2. Body-positive Marketing - Campaigns like Levi's 512 Unisex are embracing body diversity by showcasing how different body shapes and sizes can look great in the same pair of jeans, highlighting a disruptive innovation opportunity for brands to promote inclusivity and body positivity.
3. Print Advertising Innovation - The clever set of prints in the Levi's 512 Unisex campaign demonstrates the potential for disruptive innovation in print advertising by using visual techniques to challenge traditional gender norms and showcase the versatility of a product.
Industry Implications
1. Fashion Retail - The fashion retail industry can capitalize on the trend of gender-neutral clothing by offering inclusive and versatile clothing options for all customers, creating a competitive advantage.
2. Advertising and Marketing - The Levi's 512 Unisex campaign highlights the potential for disruptive innovation in advertising and marketing, encouraging brands to think creatively and challenge traditional gender stereotypes to engage a wider audience.
3. Graphic Design and Print Industry - The innovative prints in the Levi's 512 Unisex campaign showcase the potential for disruption and creativity in the graphic design and print industry, inspiring designers to explore new ways of communicating messages and challenging societal norms.
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