The slogan for Levi's new Curve ID denim launch is "All asses were not created equal". Simple, but so true. For every girl who's had a department store fitting room disaster, a pair of too-tight jeans, been called fat, been called flat, or has just suffered the annoyance of not being able to find a pair of jeans in her size, Levi's new campaign will offer up some much-needed relief. Curve ID is a fit system based not on waist size, but on body shape, and was created as a result of studying more than 60,000 body scans of women around the world. They came up with 3 different body shapes that encompass the majority of women out there.
These 3 models below are all wearing the same size jean, but clearly have different body types. Fortunately they can all be accommodated using the new Levi's fit system.
Slight Curve- for the women with a straighter figure. This women tends to find jeans that fit through the hip and thigh, but are tight in the waist. Levi's Slight Curve jeans are designed to define a women's waistline.
Demi Curve- for those that are evenly proportioned. This women tends to find jeans that fit in the waist, but don't necessarily flatter her natural curves. Levi's Demi Curve jeans are designed to flatter the waistline and give a smooth shape throughout.
Bold Curve- for those with more dramatic curves, usually small in the waist but fuller in the hips and thighs. This women tends to find jeans that fit in the hip and thighs, but gap in the back of the waist. Levi's Bold Curve jeans are designed to hug the waist to prevent gapping at the back or pulling at the thigh area.
Every store carrying the line has trained fit experts to measure a women and help her find her Curve ID. There will also be a "digital fitting room" on Levi.com where women can go to find their perfect fit. While I thought for sure that I was Demi Curve kinda gal (even considering my luscious derriere), the experts in the Levi's NYC Soho store had a fit party tonight, where I was placed in the Bold Curve category. I was given a pair of skinny jeans in my size and, no surprise here, they fit like a glove.
Levi's ad campaign photography by