Levi’s has launched a new line of custom fit jeans made to fit the curve of a woman’s body. This new line, Levi’s Curve ID, utilizes a revolutionary fit system based on shape, not size and was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

There are three types of Curve ID:

Slight Curve – designed to celebrate straight figures

Demi Curve – designed to fit even proportions

Bold Curvedesigned to honor genuine curves


The singer Lykke Li, the writer and singer Pixie Geldolf and the DJ and model Miss Nine are the faces of this campaign, being Slight Curve, Demi Curve and Bold Curve respectively.

With this campaign, Levi’s becomes the denim brand which focuses on shape’s diversity and adapts its products to their consumers. Levi’s sends a key message: we should not be ashamed if our body doesn’t fit size standards because these standards are not the right ones, just the standards of one type of body.
We should rethink our preconcieved ideas about fashion standards and open our minds. As Levi’s slogan claims, “This is not about size but shape” and “All asses were not created equal”.

post by: MARIA LLANOS

reporting for

Body Diversity from Spain

for All Walks Beyond the Catwalk