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Check Your Levi's Curve ID

Lykke Li, Miss Nine and a Geldof sister front the campaign for the new 'three-size fits all' jean from Levi's.

Facing the age-old trouble of finding a jean that fits, Levi's has taken the wardrobe staple and attempted to work out its problems using the Curve ID theory taking a woman's measurements to ensure a perfect fit. After conducting a study, Levi's had found that a massive 87 per cent of women wanted better fitting jeans than the ones they currently owned, hence the need for a new approach in creating a denim range that fits all women.

Utilising the ratio between the measurements between the narrowest and widest parts of the hips, the jeans are made with a stretchy denim available in light to dark washes. Shot by Peter Lindbergh, the three spokespersons Swedish singer Lykke Li, Miss Nine and Pixie Geldof front the campaign for the new range representing the three fits of 'Slight', 'Demi', and 'Bold'.

Dazed Digital: What was the initial inspired this project?
Consumers. This journey of the Curve ID took a year to do. We decided let's go talk to women and find out their current relationship with jeans and their relationship with Levi's - and we found a lot of frustration and we wondered why there was this frustation, and basically women found a difficulty in finding the right fit. Then came the research ideas, so the first surveys and research speaking to women took three months, then after the initial feedback, another six - nine months to perfect the fit.

DD: Do you think three shapes sufficiently embodies all women?
No. It accounts for 80 per cent of women, globally! We're now working on the fourth fit for next year.

DD: Is there scope for this range to expand or develop in the future?
In terms of body types we will be expanding our shapes and sizes but also within the same system of curves. This will be available in our current and more rises. What we currently have is the most popular rise in the market so this is why we're using this low rise.

DD: With all this emphasis on 'curve', will this alienate 'uncurvy' girls?
You still have curve - but in proportion to your body! Depends on the conversation we have with women, part of the research with Curve ID is the shopping experience with women - why don't they feel good when they say you have a flat butt or thunder hips, but all women are curved, period, point. It just depends on your build. You don't have to change to fit the jeans, but the jeans fit you.