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.

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USC offers Levi’s Jeans archetypes collection

Levi’s new line for Autumn Winter has just arrived at USC with key looks and top-to-toe denim. Levi’s Jeans epitomise classic American cool, Levi Strauss & Co. having invented denim jeans in 1873. This season they deliver a collection inspired by the archetypes that celebrate the spirit of the American lifestyle, full of attitude, hope and freedom covering three key looks; the brain, the jock and the rebel.

The brain, who is a self styled nerd, is intelligent with lots of style and most definitely not a geek. The studious look consists of sharp silhouette’s, trucker jackets, denim chambray shirts and chinos that remain on-trend and directional worn with crisp, clean preppy shirting in checks and stripes.

For the jock look, the collection offers more athletic collegiate inspired pieces– think shawl collars on knitwear and classic baseball style jackets.

The key mood for the rebel focuses on the ‘rebellious’ top-to-toe look, feeling hard but delivers it with a rock ‘n’ roll edge that is undeniably Levi’s in spirit using a darker palette, focusing on blacks, overdyes and confident directional finishes.

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Posted in archetypes collection , Armani Jeans , autumn winter collection , denim , Denim Collection , fibre2fashion , jackets , levis jeans Collection