The jeans use liquid shaping technology to control the fabrics stretch to lift and define a womans body

The jeans use liquid shaping technology to control the fabric's stretch to lift and define a woman's body

The latest jeans from Levi Strauss & Co feature an exclusive "Liquid Shaping Technology" to shape, lift and lengthen the body and give a custom-like fit.

The innovative design technique has been fused into the Revel jeans for women through design techniques such as screen-printing. The technology controls the fabric's stretch in "strategic areas" for a "figure-hugging fit" that lifts and defines the wearer's body to give a shaped silhouette.

While other brands have jeans with shaping panels or inserts that many women find uncomfortable, Levi Strauss says, the advantage of its Revel jeans is in the liquid, which holds the wearer in and provides comfort at the same time.

The company added that the four-way stretch denim "enhances a woman's shape and moves with her body", while its super-soft hand feel and superior memory retention help the jeans keep their shape.

"With the launch of Levi's Curve ID, we recognised that it is every woman's right to have a great fitting pair of jeans," said Jill Guenza, Levi's vice president of women's design.

"Levi's Revel takes that curve innovation one step further by actively shaping a woman's body, giving her the legs and butt she always wanted."

The jeans, which come in Slight, Demi and Bold Curve varieties, are available at select Levi's retail stores worldwide and online for US$98.