Levis has expanded its Curve ID womens denim line

Levi's has expanded its Curve ID women's denim line

Jeans giant Levi's is expanding its new Curve ID women's denim line to include a new fit, new styles and more sizes after selling more than a million units since their launch last August.

The line aims to improve fit by targeting three distinct body shapes rather than a "one-size fits all" approach, and was created as a result of studying more than 60,000 body scans.

“We believe women of all shapes should be able to find a pair of jeans that fit them instead of having to fit into the jeans,” explains Mary Alderete, global vice president of women's marketing for the Levi's brand.

“Women have told us they love our new fit system but they want even more styles, sizes and fits. In an effort to build on our Slight, Demi and Bold fits, we researched an even curvier body shape, explored a range of larger sizes, and also listened to women's style preferences around rise and leg opening.”

The Curve ID jeans were launched in three fits that account for around 80% of women's body shapes.

But now a fourth fit called Supreme Curve has been added to the range. This style sits lower in the front and higher in the back to give comfort and coverage for a curvy body.

“Women with a really curvy body have the most difficult time finding jeans that fit because most jeans are just too low in the back,” adds Alderete. “We tested this fit on women around the world and the response was incredible. Finally, jeans that fit and flatter real curves!”

The latest style is the Classic Rise that sits below the waist for a little more coverage and a classic look. This joins the existing Modern Rise, which sits a little lower on the waist for a contemporary look.

Waist sizes are being expanded to size 34 for spring 2011, with sizes 36 and 38 being added in the autumn.