By Shigorika Singh posted Apr 5th 2017 at 3:41PM
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It's not just about selling anymore; it's about celebrating, and sending a message. Levi's has always been ahead of the curve in identifying the contemporary voice. Instead of providing an ideal for the jeans, they travel through the course of the country to champion such women who don't fit the standard....jeans.
Whether it is being body positive, inclusive of the third gender or fighting a stereotype; the IShapeMyWorld hashtag drives the point home that you can remodel the world in your own image, and not remodel yourself.
The campaign brings the women, their causes and the jeans together holistically and therefore has a voice that sounds sincere and less agenda driven.
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