Sex sells. And sex sells jeans.
In 1980, one ad, for Calvin Klein, helped transform the way jeans were sold to women - and set off a heated controversy.
It was a very young Brooke Shields saying, "You want to know what comes between me and my Calvins? Nothing."
Almost all the ad campaigns for jeans since then have spotlighted the sexy, thin body type.
Now, Levi's is stirring things up.
Its Curve ID jeans are supposed to be for women of every shape and size, but the ads for them may speak louder than words: The models in the ads are all super-thin - not the "curvy" women the jeans are being marketed to.
What message does that send, and why do companies continue to feature slim models in ads, as opposed to models shaped like "real women"?
On "CBS This Morning: Saturday," co-hosts Rebecca Jarvis and James Brown discussed the controversy over the ads with Adweek magazine Editorial Director Jim Cooper and psychologist Dr. Jennifer Hartstein, author of "Princess Recovery," a book that helps young girls accept who they are, discussed the flap.
To see the discussion, click on the video in the player above.