Levi’s has announced the launch of their newest fit denims, Curve ID.
Curve ID, aims to make denim shopping a more pleasant experience, by acknowledging that different women have different body types. “The fits that we’re launching will account for 80% of the women’s body shapes in the world,” commented Levi’s president, Robert Hanson.
The brand will feature 3 distinct styles, One, for women who find the fit in the hips and thighs good but are too tight in the waist, a demi curve (if your jeans “usually fit in the waist but don’t flatter the figure”) and a bold curve (if jeans “fit in the hips and thighs, but gap in the back”).
The below image illustrates the 3 sizes:
The brand’s marketing campaign has been targetted with the product offering itself– “All asses were not created equal”. The brand has been launched in India with their 3 brand ambassadors- Ileana D’Cruz, Jacqueline Fernandez and Chitrangada Singh.
I would specially like to thank Naina Redhu, for the Levis curve ID launch event in India pic with the 3 brand ambassadors.