Curves for the ladies

Singapore - Levi's has launched its latest BBH Asia Pacific-created campaign titled ‘Reveals Your Curves' in Singapore with the rest of the region to follow - the campaign supports the launch of Levi's Lady Style Fall Winter collection.

The four print executions, which were shot in Australia by renowned photographer Tim Richardson, use negative space in the centre of the ad to attract attention to how the jeans reveal a woman's curves. The creative concept aims to highlight the ‘form-flattering' product claim of the new Levi's Lady Style by playing upon the ‘hourglass' silhouette, created by the jeans.

"We set out to create a campaign that celebrates women's curves and is both revealing and ladylike at the same time to truly capture the essence of this new line. Most women are always on the look-out for the perfect pair of jeans that accentuate all the right curves in this way. We thought the best strategy would be to communicate the beauty of these curves brought to life by the Levi's Lady Style high waist skinny jeans," Frances Great, head of account management for BBH Asia Pacific said in a statement.