MANILA, Philippines - Real women have curves in different proportions, and thank God a denim company has finally realized that.
Levi’s Jeans introduces a revolutionary fitting system that can make the jeans-shopping experience less harrowing and body image-skewing. By focusing on a woman’s shape and the proportion of her hips and seat instead of her waistline and her size, Levi’s Jeans has created a new customized fit system that promises to relieve ladies of muffin tops, gaping waists and unflattering silhouettes: the Curve ID.
The Levi’s Curve ID was developed after a survey on more than 60,000 women around the world about their common complaints when it comes to shopping for jeans; according to the survey, 91 percent of the respondents have deemed it impossible to find perfect-fitting pants that aren’t bespoke or made to order. Levi’s thus devised a fit system that is based on the difference between the measurement of a woman’s hip and seat — a very logical step, as the widest part of a woman’s lower body is her hips. The greater the difference between the hip and the seat, the curvier the body — it’s a simple, rational formula that makes the denim-wearing population wonder why denim labels hadn’t figured this out earlier.
Levi’s Curve ID has three kinds of fit for varying curviness: the Slight Curve is for women with straight figures, or whose hip and seat measurements differ only slightly from their waistlines. Slim-fitting through the thighs, the Slight Curve jeans shapes the derriere to achieve a perfect curve. Plus, with the Levi’s Curve ID’s slightly high-sitting waist, it eliminates the unsightly overspill of flesh above the waistband.
The Demi Curve is the most universal style in which most women’s hip and seat measurements fall. Demi Curve jeans frame a woman’s proportions by flattering the waist and smoothing the overall silhouette, eliminating the need to sacrifice a flattering fit to the thighs just to get a pair of jeans that go over the hips smoothly.
The Bold Curve treats zaftig contours with reverence by hugging the waist while providing room in the seat and the thighs, eliminating gapes at the waistline and the pulling of material while sitting or squatting.
Women don’t have to worry, either, about finding the right Curve ID for their body shape. Every Levi’s store in the country will have trained fit experts who will take measurements and help customers find the best-fitting jeans for their body types and style preferences.
“Since their creation, no one has changed the formula for finding the perfect fit of women’s jeans,” said Levi’s Philippines marketing manager Jen Jimenez. “We’ve created three custom fits that address a range of body shapes, allowing women to find their perfect fit and ultimately helping them feel beyond confident and sexy in their jeans.”
Levi’s Curve ID fits will be available in stores next month, coming in a wide array of cuts and washes. A global digital fitting room will also be launched on Sept. 1 on www.levi.com where women will be able to find their Levi’s Curve ID, explore product demos, and learn more about Levi’s fit science.
As a celebration of the impending, inevitable change brought by Levi’s Curve ID to the way women wear their jeans, Levi’s held a bachelorette party at The Picasso Serviced Residences last Aug. 10, a strictly ladies-only event attended by members of the media. With their measurements taken and their Curve ID fits identified, party attendees got to try on and bring home what each guest agreed to be the best-fitting, most comfortable jeans they’ve had. Later on in the evening, male “strippers” danced for the ladies’ entertainment; aside from the guys shedding their clothes, however, everybody else kept their pants on.