The Levi’s new print ad with the tagline “Hotness comes in all shapes and sizes” has created controversy, after being dubbed as an insult to women who are mainly size six and above.

The ad features three women with similar slender body types underneath the tagline, modeling for the Levi’s Curve ID jeans.

Levi’s new print ad sparks controversy (Copyranter)

As seen in the photo there is hardly any difference in the body sizes of the models except for the slight differences in their backside protrusions and also none of the models reflects the size of an average American woman.

“At Levi’s, we believe that beauty comes in all shapes and sizes. That’s why we developed Curve ID – a revolutionary fit system focusing on a woman’s shape and proportions, not her size,” a statement reads on the Levi’s ad.

Copyranter, an advertising watchdog blog, Wednesday posted the ad online calling it an “insult to all women of size six and above.” Copyranter noted that the models in the ad do not fit to the actual size of the average American woman.

Copyranter also mentioned that this is not the first time Levi’s has come up with such an ad. Earlier in 2010, Levi’s came up with same Curve ID jeans ad concept, which featured three slender white ladies with slightly different behinds.

However, Levi’s spokesman told Shine that the particular ad is actually from last year.

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