Levi’s are launching a range of jeans called Curve ID which take a new approach to fit – rather than simply relying on a single waist measurement they focus on a woman’s shape and proportions. Having studied 60,000 women around the globe Levi’s have identified three distinct body types that account for 80 percent of women’s shapes universally. They have then taken this knowledge and developed three custom fits based on the difference between the measurement of a woman’s hip and seat.
Slight Curve – designed to celebrate straight figures
Slight Curve is designed to define a woman’s waist, while accentuating her curves. If jeans fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.
Demi Curve – designed to fit even proportions
Demi Curve is designed to flatter a woman’s waist, while smoothing her shape. If jeans usually fit in the waist, but don’t flatter the figure, a woman should try the Demi Curve.
Bold Curve – designed to honor genuine curves
Bold Curve is designed to hug the waist, without gapping or pulling. If jeans fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.
The jeans will be available in Levi’s stores worldwide shortly and each store will have a fit expert who will help you find the Levi’s Curve ID style that suits you best. If all of this sounds a little familiar it’s because we reported that UK company Bodymetrics was launching something very similar just two weeks ago.