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Levi’s® introduces Curve ID

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Levi`s® launched a new line of custom fit jeans, Levi`s® Curve ID, made to fit the curve of a woman’s body. At a press conference addressed by John Anderson, President and 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 honour genuine curves

Present at the event to launch this new range were John Anderson, President and 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.

As a part of the event, there was also a fashion show choreographed by Marc Robinson. The show stoppers of the fashion show were the brand’s celebrity spokespersons representing the three Curves – Chitrangada Singh, Ileana D’Cruz and Jacqueline Fernandez.

The new jeans will be available in select Levi`s® stores across India from September 2, 2010. The fit system, which will be incorporated into the majority of the Levi’s® Women’s denim collection, is available in a variety of styles and finishes.

Each store carrying the line will have trained fit experts to measure women, identify their Levi’s® Curve ID and help them find the best fitting jeans for their body type and style preference. A global digital fitting room will launch on where women will be able to find their Levi’s® Curve ID, explore product demos and learn more about the science that goes behind the line.

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