Levi’s brand jeans decided to launch a new jean collection that fits a woman’s shape, instead of concentrating on her size.
The brand conducted thousands of interviews and studied the body scans of 60,000 women around the world. The result is Levi’s Curve ID.
There are three fits in the collection: Slight Curve, Demi Curve and Bold Curve. Levi’s president Robert Hanson boasted: "The fits that we’re launching with account for 80% of the women’s body shapes in the world. And when we launch the fourth one — our most extreme curve — at the end of this year or early next year, then we’ll have 96% of women covered."
The company issued a press release explaining: "Slight Curve (designed to celebrate straight figures) is designed to define a woman’s waist, while accentuating her curves. Demi Curve (designed to fit even proportions) is designed to flatter a woman’s waist, while smoothing her shape. Bold Curve (designed to honor genuine curves) is designed to hug the waist, without gapping or pulling."
Curve ID is available in North America as well as parts of the Asian and European markets.