work

The Levi's® Mirror, Mirror...What's My Curve ID? Tour

Initiative

The Levi’s® Mirror, Mirror…What’s My Curve ID? Tour empowered women to embrace their shape and find their Curve ID. The Mirror Mirror Studio visited 10 college campuses across the country, challenging the women on each campus to get measured and fitted for their perfect fitting pair of jeans. Once they find their perfect fit, students could take photos to share and be part of the Mirror Mirror Global Gallery on Facebook. The campus with the most women to try on jeans won a $10,000 grant to go towards women-focused academics, arts and athletic departments.

Results
  • Over 3,500 women went through the Studio and tried on jeans
  • Over 100,000 impressions from Street Teams on each campus
  • Over 12M impressions via the Mirror Mirror branded trucks and Studio branding on campus