Denim brand understands that real women have different curves
MANILA, Philippines - From sizes two to 22, Levi’s revolutionary Curve ID line has helped women everywhere find the perfect-fitting jeans to complement their curves. By focusing on a woman’s shape and proportions instead of her size, the Curve ID has made jeans-shopping less stressful, as it has complementary cuts for the lanky, willowy types, the more zaftig figures and everybody else in between. As Mary Alderete, Levi’s global vice president of women’s marketing, puts it, “Jeans should be designed to fit the woman; the woman shouldn’t have to fit the jeans.”
The Curve ID fit system was developed after the brand studied body scans of more than 60,000 women. After the extensive study, three custom fits were developed, and they are based on the difference in measurement of a woman’s hip and seat, with the greater the difference, the more curvy the body.
The Slight Curve jeans are designed to define the waist of straight-figured women, whose usual jeans problem is a snug fit on the hips and thighs but too tight a fit around the waist.
For women with even proportions who have a hard time finding figure-flattering pants, the Demi Curve smoothes their shape and shows off their waists.
The Bold Curve honors generous curves, and full-figured women who often find jeans to be snug in the hips and thighs but gaping at the back can finally show their curves to their best advantage.
For fall 2011, Levi’s presents a collection with a variety of trend-right finishes, from rich dark shades of indigo and black to authentic-looking worn looks. Jeans will be offered in both the classic and modern rise, as well as a variety of leg openings. With these jeans styles and the Curve ID fit system, every woman is sure to find the perfect-fitting trend-right jeans for the season, regardless of her waistline.
Levi’s Curve ID is available in stores nationwide. Each store offers trained fit experts to measure women, identify their personal Levi’s Curve ID, and help them find the best-fitting jeans for their body type and style preference.
