The Smooth and Shape jeans are designed to create a toned silhouette

The Smooth and Shape jeans are designed to create a toned silhouette

UK discount fashion and homewares retailer Matalan has launched a range of women's jeans designed to create a toned silhouette.

The line, which has built-in shapewear technology, is designed for women with curves. Matalan said a seam running down the centre of the leg gives the illusion of lengthening the leg and helps lift and shape the bottom, while also slimming the stomach.

The Smooth and Shape jeans are available in indigo and brown in stores and online for GBP22 (US$35).

In August, fashion retailer Marks & Spencer launched its Body Shape Denim range designed to offer a better fit by focusing on shape rather than size.