Celebrate Every Curve: Levi's® Launches its Curvy Campaign with Nomzamo Mbatha
In a world where fashion often falls short of embracing diverse body shapes, Levi's® Curvy stands out with its message that women’s curves deserve to be celebrated. This year, the brand is thrilled to introduce Nomzamo Mbatha as the new ambassador of the Curvy campaign. Alongside her, Lady Du and Buqaqawuli Thamani Nobakada, also known as Ndalo, join in to highlight the jeans that are specially designed to honour every woman's unique shape.
Nomzamo Mbatha, actress, producer, and activist, has had a relationship with Levi’s® since 2019, where she was a key figure in the It's Your Voice, It's Your Vote campaign, and she has long been an advocate for body positivity and self-acceptance. The Africa Movie Academy Award nominee’s influence extends far beyond local and international screens—in 2018, Nomzamo was recognised as one of the OkayAfrika 100 Women 2018 Honorees by OkayAfrika Digital Media and, that same year, she spent time touring Kenyan refugee camps in her role as a UNHCR Ambassador.
Sandeep Sokhanda, the GM at Levi's®, shares, "We wanted to partner with a woman whose values align with those of our brand, specifically integrity, empathy, and courage. Nomzamo has a history with us and we have watched her grow over the years to be the successful woman she is today, inspiring and empowering young women through her own hard work and resilience. When we asked our community who they felt embodied confidence and self-assuredness, Nomzamo came out as the firm favourite—she’s clearly South Africa’s sweetheart and the perfect fit!”
Like many women, Nomzamo knows how hard it is to find jeans that flatter her curves. "Before Levi’s Curvy, finding the perfect pair of jeans was a huge struggle,” she says. “I have big thighs, a small waist, and I'm not very tall. Levi’s Curvy came through for women like me. They snatch the waist and hug every curve perfectly without any gaping at the back. It's a dream come true for women of all sizes and shapes."
The Levi's® Curvy line is crafted to sculpt and celebrate curves, preventing the frustrating gap at the waist and providing a flattering fit. This not only enhances every curve but also empowers women to feel confident and beautiful in their own skin. Nomzamo shares, "In the past, I’d have to get jeans tailored or wear a belt—and I’m not a belt kind of woman. So, finding jeans that hug my curves is amazing. And the best part is that women who are bigger or smaller than me can also find something in the Curvy range. We’re all represented."
Joining Nomzamo for this year’s campaign are Lady Du and Ndalo. Lady Du previously featured in the Levi’s® I Shape My World campaign, where she opened up about her struggles and triumphs, inspiring many with her resilience. A true force to be reckoned with, she’s not only a platinum-selling musician but also Spotify’s most downloaded female Amapiano artist. This year, she also lends her creative talents to the campaign’s soundtrack with Sifilike, which translates to “we have arrived”. The song perfectly captures the essence of the Levi’s® Curvy campaign, which celebrates women stepping into their power, owning their space, and being acknowledged for their unique beauty. Ndalo, a visual artist, has also collaborated with Levi’s® before, where she created custom 501® art pieces which lived in Levi’s® store windows in Johannesburg and Cape Town.
Partnering with women who have ongoing relationships with the brand underscores Levi’s® commitment to authenticity and community. By collaborating with Nomzamo, Lady Du, and Ndalo, Levi’s® highlights its dedication to building long-term relationships that resonate with their values and the values of its community. Levi’s® Curvy is more than a campaign—it’s about celebrating the journeys of powerful women who embody the spirit of Levi’s®.
Nomzamo's message to women through this campaign is clear, "I'm so excited to get behind a range that celebrates our curves! Together, we can reframe the messaging about body positivity and self-acceptance—because we are all represented in the Curvy range. Every woman in South Africa is included in this campaign."
Join Levi's® in celebrating every curve with the perfect pair of jeans designed just for you. Shop the Levi's® Curvy collection available in Levi’s® size 27 - 34 (South African size 30 - 38) online at Levi.co.za, at your nearest Levi's® store, at selected Woolworths and Edgars stores, or at Superbalist.
