Sketchbook Blog

18.10.11

Levi’s® raising the curve

I have been a fan of Levi’s my entire life. You can’t help but admire a brand whose name became synonym for denim; for coolness and design; a brand that was born amongst the needs of hard working classes and turned an item of practical use into a timeless fashion grail. Even back in the day, when my interest in fashion wouldn’t go any further than pink coloured trainers and a highly questionable hair style; I longed to own a pair of Levi’s jeans. It was on my 12th or 13th birthday that I finally got them: black, straight leg, modern rise. The LEVI’S & CO tag in the back of the waist line was considerably bigger than the delicate and more elegant ones Levi’s jeans sport today; but I couldn’t care any less for demure demonstrations of branding: I had a pair of Levi’s at last!

Sadly, as I grew up and my shape changed, I could never find a pair of Levi’s that fit me that well. Eventually I gave up on my search, resigning to the indisputable fact that my body was never gonna be the same as it was when I was 13; and that maybe Levi’s jeans simply weren’t cut for women with Latin American curves. Don’t get me wrong, I’m no Beyoncé, but no matter what model or size I tried, they were always more flattening than flattering. You can imagine then my joy when I received an invitation to try the new LEVI’s Curve ID line. Could my love for Levi’s finally be restored?

In the last couple of years, as consumers have fully stepped into on line shopping era; more and more effort has been put on teaching us how to fit into the perfect jeans. Net a Porter has a whole measuring guide that explains in detail how to find your correct size and My Wardrobe launched the Denim Bar last year, offering the same concept. Never an easy task, choosing the wrong size or style for our loyal denims has a big impact on customers’ experience: delivery costs; lack of immediacy; detriment on interest and ultimately the decision that jeans are still one of those things that you have to buy in person.

LEVI’S is offering its customers the chance to be fitted by their in-store fitting specialist and advised about what style and size is the perfect for them. It takes only a few minutes to measure your waist, seat and hips but if you wish you can book an appointment in advance. The result will determine if your curve is Slight (for straight figures), Demi (shapes with even proportions), Bold (more pronounced curve, usually the one that creates a gap in the back), or Supreme (curviest shapes that will require a higher rise). This is taking shopping experience to a new level, and in times of recession, when every item purchased involves a money conscious decision for most people, offering expert advice that what you are buying is an intelligent purchase, it’s crucial.

The fact is, it’s not YOU who need to fit into your jeans, but YOUR JEANS that need to fit YOU perfectly. That’s CURVE ID it’s about: know your body, appreciate your shape, chose your style and you will love your jeans again. Levi’s promise is that you will love them so much; that you will wish to be photographed in them so they invited celebrity photographer Perou, who has photographed the likes of Jessie J; Justin Timberlake; Katy Perry and Jeff Bridges to be part of the “Mirror, Mirror what’s my Curve ID?” events. Buy a pair of jeans; get styled by a team from Gazia Magazine, and your picture will appear in the LEVI’s CURVE ID photo gallery. The only part missing now is you, bringing your curves into the pot, to prove if Levi’s has finally created jeans for everybody.