Denim and apparel giant Levi Strauss is set to launch its Levi's for Girls range in the UK, supported by a nationwide promotional campaign.

Levi's expects the new range, which features curvaceous designs and stencilled graphics, to be boosted by in-store window displays and a T-shirt giveaway.

The launch, to take place next month, follows the successful opening of a Levi's for Girls retail outlet in Paris, which was chosen as a test market because of Levi Strauss's strong retail presence there.

Brand stores are now expected to be rolled out across the UK, Germany, Italy and Spain in 2004, with expansion in 2005.

Levi's say the brand will compete against retailers such as Diesel, Miss Sixty and Top Shop, with the Girls stores intended to have a more feminine feel than the company's unisex outlets.