Levi’s® Curve ID Is the Company’s First Global Women’s Denim Line

In this week’s edition of Fashion Forward with Molly, Miss Molly explores the world of denim and discovers Levi’s Curve ID range. Check it out…

At the end of last year the world’s leading denim brand introduced Levi’s Curve ID, a revolutionary fit system based on shape, not size. It was created after studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

Through this research, Levi’s designers identified three distinct body types that account for 80 percent of women’s shapes in most markets around the world.

Slight Curve – designed to celebrate straight figures

Slight Curve is designed to define a woman’s waist, while accentuating her curves. If jeans usually 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 gaping or pulling. If jeans usually fit in the hips and thighs, but gape in the back, a woman should try the Bold Curve.

Fit trials in South Africa revealed a definite need for a fit to address our unique local curves. As a result, Levi’s Eva jeans, developed in South Africa to meet the needs of the curviest of body types, remained on sale alongside Levi’s Curve ID. Women who love the Eva fit have a relatively narrow waist and very generous booty, and usually suffer from extreme gaping in the back of the waist and jeans that ride very low when they sit down, revealing more than they’d like to.

The unique curves of the African continent sent the Levi’s® designers back to their drawing boards, and the team is delighted to introduce a 4^thLevi’s® Curve ID fit, inspired by local best-seller Levi’s® Eva jeans. The aptly named Supreme Curve replaces Eva in the local market from the 7^th of February 2011, and will be available in selected markets around the world to address the needs of bootiliciously curvy women..

Once you’ve identified your Levi’s® Curve ID fit, you can find your preferred leg opening (straight, skinny or bootcut) in a variety of finishes at Levi’s® Stores, selected Edgars stores and a variety of independent retailers. Levi’s® Stores also have trained fit experts on hand to help you find your perfect fit.