Speaking about culturally relevant modifications to products and services, I remember a press release I received the other day from Fiorana, an apparel maker from Fort Worth, Texas, announcing the launch of its first women’s “Latina Cut” line of jeans.According to the company’s founder and president Mike Braden, “The Latina body is different in waist and hip structure.” The conclusion? “When wearing Anglo cut jeans, there is always a fit problem around the waist area.”

What a relief! And to think that for a while — a long while — I thought my inability to squeeze into my Levi’s or Gap jeans had something to do with a recent trip to Mexico City, where I indulged in sopes and quesadillas as if there was no tomorrow. As it turns out, and according to Mr. Braden, the only reason Latino women like myself are having trouble fitting in their regular jeans is the result of our naturally and genetically-programmed bootylicious look.

I wrote this post originally for Advertising Age’s Big Tent. To continue reading, please click here: