Levi’s Curve ID, the company’s first global women’s denim line, is said to be based on a study of body scans of more than 60,000 women around the world, focusing on a woman’s shape and proportions and not her size.
The study has allowed designers at Levi’s to come up with a new approach to measuring a woman’s body. They have identified three distinct body types, atypical to women around the world - Slight Curve, Demi Curve and Bold Curve.
Making it easier for women in India to understand their perfect denim fit, Levi’s has three celebrity figures representing each of the sizes. Model Jacqueline Fernandez is the ‘Slight Curve’, designed to define a woman’s waist, while accentuating her curves. This is for women whose jeans usually fit on the hips and thighs but are too tight on the waist.
Actress ‘Ileana D’Cruz’ is the Bold Curve, designed to hug the waist, without gaping or pulling at the back. Finally, actress Chitrangada Singh is the ‘Demi Curve’, designed to flatter a woman’s waist, while smoothing her shape. This fit is for those who have jeans that fit at the waist, but don’t flatter the figure.
This fitting system will be incorporated into a majority of the Women’s denim collection. Each store carrying the line will have trained experts to measure women, identify their curve and find the best fitting jeans for their body type and style preference. A global digital fitting room will also be launched on levi.in/women where women will be able to explore their curve options. The Curve ID line will be available in select Levi's stores across India from September 2.