Levi’s launched ‘Levi’s Curve ID’ – custom fits for women – at the Majestic City Lobby yesterday, with top models walking the ramp in the latest Levi collection of jeans.
The fashion show, which also featured acts by Ashanthi and Umara, was all about celebrating women’s shape, not size.
‘Levi’s Curve ID’ is the company first global women’s denim line and features a revolutionary fit system that focuses on shape, instead of size.
The custom fit jeans are made to fit the curves of a woman’s body and the company came up with three distinct body shapes after studying more than 60,000 body scans and listening to woman around the world of all shapes and sizes.
Through the research, the company’s designers created a new approach to measuring a woman’s body and identified three distinct body types that account for 80 per cent of women’s shapes universally, around which the three ‘Levi’s Curve ID’ jeans are based:
Slight Curve is designed to celebrate straight figures and defines a woman’s waist, which accentuating her curves. If jeans usually fit in the hips and thighs but are too tight in the waist, a woman should try a Slight Curve.
Demi Curve is designed to fit even proportions and 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 a Demi Curve.
Bold Cure is designed to honour genuine curves and to hug the waist, without gaping or pulling. If jeans usually fit in the hips and thighs but gape at the back, a woman should try the Bold Curve.
Pix by Daminda Harsha Perera