Jeans brand Levi's has tapped Laurie Etheridge as the global head of women's merchandising and design, responsible for all product categories across all regions - including the Curve ID denim line which focuses on fit rather than size.

Etheridge joins the San Francisco-based company from Perry Ellis International, where she led merchandising and design for women's global fashion brands, including Jantzen, Jag, Perry Ellis and Southpoint.

"Laurie is a savvy global business leader with a signature blend of merchandising expertise, product design instincts, operational rigor and financial acumen," said Robert Hanson, president of the global Levi's brand. She has an innovative vision for women's merchandising and design and I am confident she is the right leader to build on the momentum of Levi's Curve ID."

Etheridge began her career at Levi Strauss & Co 16 years ago, eventually serving as director of merchandising for Levi's Juniors and Girls product categories. As well as Perry Ellis, she has also worked at global brands Quiksilver and Speedo.