Levi’s Curve ID

Levi’s, the iconic denim brand, launched an innovative female fit system in August 2010 called Levi’s Curve ID to change the way women shop for their jeans.

Following a poll of over 60,000 women worldwide Levi’s Curve ID was created basing its products on shape instead of size. Three universal body types were identified and Levi’s Curve ID was created based on these body types.

Curve ID


The Winter 2011 collection boldly moves the Levi’s Curve ID range into the next generation of perfectly fitting denim. The original collection was your basic jeans and this winter Levi’s Curve ID strides purposefully into the territory of on-trend jeans with a variety of new washes which include dusky greys, slightly distressed denim and the fashion that never goes out of fashion – khaki.

Included in the Levi’s Curve ID Winter collection is a skinny, straight leg and skinny boot cut jean and also a slim and boot cut style. All of these cuts are available in the three Levi’s Curve ID’s – Slight, Demi and Bold.

The face of the Levi’s Curve ID campaign in Australia has just been named in Amanda Ware, Australia’s Next Top Model winner. The contract forms part of her winners’ prize.

Modern compared to Classic rise

This innovative jeans system has been spotted hugging the curves of international celebrities such as Janet Jackson, Angelina Jolie and Ellen Degeneres and if the Levi’s Curve ID range can attract celebrities of that calibre they are sure to receive a dedicated following!

The Levi’s Curve ID system matches the majority of women to their perfect pair of jeans through the three universal body types:

Slight Curve – designed to define the waist of a woman and celebrate straight figures.

Demi Curve – created to smooth a woman’s shape and flatter her waist, these were designed for the woman with even proportions.

Bold Curve – shaped to honour the woman with genuine curves while they hug her waist without gaping or pulling.

The in-store launch of Levi’s Curve ID Winter 2011 collection began in March 2011.

For more information about this exciting new denim direction please head over and check them out on the web: www.levis.com.au

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