The Curve ID campaign is the latest in a recent slew of campaigns to embrace women's curves.

Levi’s has launched a new line of jeans called Curve ID – and a campaign to support it. The line will feature three different cuts designed to address the universal need for women to ‘find jeans jeans that fit us instead of having to fit into the jeans’.

The line is described by Levi’s as a custom fit system based on shape, not size.  The brand conducted global research among women, accounting for more than 60,000 body scans. They subsequently identified three distinct body types that account for 80% of women’s shapes. Other findings from the research included;

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