Denim makers don't mince words to describe the fit of their jeans

10/11/2010 | Wall Street Journal, The

Ad experts are split on whether the use of more direct language by some top denim marketers to describe how jeans fit a consumer's curves is a "fresh" tactic or a sign of desperation. Levi's Curve ID women's jeans, for example, uses the tagline, "All A--es Were Not Created Equal," without bleeping out the word for the butt, while Old Navy's word of choice for the behind is "booty."

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