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

26 Aug '10
2 min read

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 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.

As a part of the event, there was also a fashion show choreographed by Marc Robinson. The show stoppers of the fashion show, the brand's celebrity spokespersons representing the three Curves – Chitrangada Singh, Ileana D'Cruz & Jacqueline Fernandez, dazzled the crowd with their new avatars, looking fabulous in their Levi's Curve ID jeans.

Levi's Curve ID jeans will be available in select Levi's stores across India from 2 September 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.

Levi Strauss & Co

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