Levi's unveils ‘Believe’ to support Levi's Curve ID line

Levi's launched a new line of custom fit Denim Jeans, Levi's Curve ID, made to fit the curve of a woman’s body. At a press conference addressed by Mr. John Anderson, President & CEO, Levi Strauss & Co., and leading celebrity spokespersons Chitrangada Singh, Ileana D’Cruz and Jacqueline Fernandez, the brand showcased the Levi's Curve ID fit system as part of the India leg of the global launch.

Created after listening to women from around the world, and based on a study of body scans of more than 60,000 women, Levi’s designers created a new approach to measuring a woman’s body. Through this approach, Levi's identified three distinct body types that account for 80 percent of women’s shapes universally. The three Levi’s Curve ID fits are based on these universal body types. The three custom fits include:

Slight Curve – designed to celebrate straight figures
Demi Curve – designed to fit even proportions
Bold Curve – designed to honor genuine curves

Present at the event to launch this new range were John Anderson, President & CEO of Levi Strauss & Co., Mary Alderete, Vice President, Global Women’s Marketing, the Levi's brand, and Shumone Chatterjee, Vice President, Marketing, the Levi's brand – Asia Pacific, sharing global learning and insights which shaped the launch of the ‘Levi's Curve ID’ product.

Read More about Levi's unveils ‘Believe’ to support Levi's Curve ID line at Fibre2fashion.com

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