Get Dressed
Kristin Booker • August 23, 2010

Fashion Fabulous: Levi’s Curve Appeal Proves Not All Asses Are Created Equal

We all know that for a woman finding the perfect pair of jeans is like an epic quest: it requires research, planning and the packing of provisions (bottle of water, different heel heights, a snack, Xanax) for an excursion that seems nearly impossible. Many women have left their houses like Indiana Jones, bound for their local retailer on this quest, kissing their loved ones on the forehead because, well, they’re not sure when they’ll be back.

You’ve no doubt seen the ads by now so here’s the skinny: Levi’s has decided to make the process a lot faster and simpler for us blue jean babies by creating Levi’s® Curve ID, a fit process and resulting line of custom fit jeans made to fit the curves of our bodies. The fit system is based on – wait for it – the SHAPE of your body, not the SIZE. Oh yes, science has done something right by us, ladies: the process, a result of studying more than 60,000 body scans and listening to us women around the world has resulted in three types of denim that can be used to fit all body shapes and sizes:

Slight Curve (for straight figured) jeans are designed to define a woman’s waist while accentuating her curves. Key: if your jeans usually fit in the hips and thighs but are too tight in the waist, this is your jean.

Demi Curve (for even proportions) are created to flatter a woman’s waist while smoothing her shape. Key: if your jeans usually fit in the waist but don’t flatter your actual figure, this is your pair.

Bold Curve (for genuinely curvy ladies) are designed to hug the waist without gapping or pulling (can we get an Amen from the choir?).  Key: if your jeans usually fit in the hips and thighs but gap in the back, this one is for you.

The process has been rolled out in Levi’s stores across the country, so put down the torch and the bullwhip, dear Denim Searchers, because the Quest for Fabulous Denim is over! I was fitted for a pair and was honestly surprised to find that I’m a Demi Curve. Which one is right for you? Go to your local Levi’s Store (directory here), get fitted and check it out!


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