New focus on shape not size

After hearing the cries from female changing rooms, Levi's has responded.

The definitive jeans brand has launched a new line of custom-fit jeans made to fit the curve of a woman's body.

Gone will be the days of trying on 10 pairs of jeans, only to leave the changing room dejected and depressed because none of them fits properly.

Levi's Curve ID uses a fit system based on shape, not size and was created as a result of studying and listening to more than 60,000 women around the world.

Through this research, three body types were identified.

"Straight curve" suits straight figures, is slim-fitting through the thighs, defines the waist and accentuates curves; "demi curve" flatters the waist and smooths the silhouette; and "bold curve" honours real curves by hugging the waist, without gaping or pulling, and provides room in the trunk and thighs to provide a flattering fit.

Each Levi's store will have trained fit experts to measure women and identify their body shape to help find the best-fitting jeans.

The range has begun rolling out in New Zealand, with prices starting from $99.90.

Buying jeans
54% of women try on at least 10 pairs of jeans to find one pair they would buy.
87% wish they could find jeans that fit better than the ones they own.
67% believe jeans are designed for women with "ideal" figures.
28% believe jeans are designed to fit their bodies.


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