In a fashion world that often struggles with inclusivity, Levi’s® Curvy stands out. Their message is simple: a woman’s curves deserve to be celebrated, and this year, they’re thrilled to introduce Nomzamo Mbatha as the new face of the Curvy campaign. Joining her are Lady Du and Buqaqawuli Thamani Nobakada, also known as Ndalo, to showcase the jeans designed to flatter every unique shape.
Nomzamo Mbatha: A Perfect Fit for Levi’s® Curvy
Nomzamo Mbatha, a powerhouse actress, producer, and activist, is no stranger to Levi’s®. Since 2019, she’s been a key figure in their “It’s Your Voice, It’s Your Vote” campaign and a long-time advocate for body positivity and self-acceptance. This Africa Movie Academy Award nominee’s influence extends far beyond the screen. In 2018, she was recognized as one of OkayAfrica’s 100 Women Honorees and spent time touring Kenyan refugee camps as a UNHCR Ambassador.
For Levi’s®, the choice of Nomzamo was clear. “We wanted a partner whose values align with ours: integrity, empathy, and courage,” says Sandeep Sokhanda, GM at Levi’s®. “Nomzamo embodies these qualities perfectly. We’ve watched her grow into the successful woman she is today, inspiring young women through hard work and resilience. When we asked our community who represented confidence and self-assurance, Nomzamo was the overwhelming favorite.”
Jeans Designed to Empower
Nomzamo understands the struggle of finding jeans that flatter curves. “Before Levi’s® Curvy, it was a huge challenge,” she admits. “Levi’s Curvy came through for women like me. They hug every curve without gaping and flatter all shapes and sizes. It’s a dream come true.”
The Levi’s® Curvy line is crafted to celebrate curves, eliminating the dreaded gap at the waist and providing a comfortable, flattering fit. This not only enhances curves but also empowers women to feel confident in their own skin. “Finding jeans that hug my curves is amazing,” Nomzamo says. “And the best part is that there’s something for everyone in the Curvy range.”
A Celebration of Women
Joining Nomzamo in this year’s campaign are Lady Du and Ndalo. Lady Du, a featured artist in the Levi’s® “I Shape My World” campaign, inspires with her story of resilience. A platinum-selling musician and Spotify’s most downloaded female Amapiano artist, she also contributes her creative talents to the campaign soundtrack with the song “Sifilike” (meaning “we have arrived”). This perfectly captures the essence of Levi’s® Curvy: women taking their power, owning their space, and celebrating their unique beauty.
Ndalo, a visual artist, has also collaborated with Levi’s® before, creating custom 501® art pieces. Partnering with women who have ongoing relationships with the brand underscores Levi’s® commitment to authenticity and community.
More Than Just a Campaign
Levi’s® Curvy is more than just a campaign; it’s about celebrating the journeys of powerful women who embody the spirit of Levi’s®. Nomzamo’s message is clear: “I’m so excited to be part of a range that celebrates curves! Together, we can redefine body positivity and self-acceptance. Every woman is represented in the Curvy range. Every woman in South Africa is included in this campaign.”
Join the Celebration
Join Levi’s® in celebrating every curve with the perfect pair of jeans designed just for you. Shop the Levi’s® Curvy collection, available online at Levi.co.za, at your nearest Levi’s® store, at selected Woolworths and Edgars stores, or at Superbalist.