DraftFcb

Fashion & Design (176)

Body-sculpting jeans

Body-sculpting jeans

Calvin Klein have recently launched Body Collection, a range of body-sculpting jeans. The range claims to lift and shape the posterior and slim the thighs to ensure a “perfectly contoured fit”.

Why it matters

These jeans pander to society’s obsession with the body and looking good. This is an example of how the shaping element usually associated with undergarments is being applied to other types of clothing. Will designer fashion need to begin adding something beyond aesthetics? Will enhancement become a common selling point?

Enhancement
Fashion & Design
United Kingdom
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

A diva like no other

Stradivarius, a big retail Spanish fashion shop, created an original and powerful platform to connect with its consumers: StraDivas, a social media and blog platform where consumers can get special offers, participate in competitions and receive fashion tips.
StraDivas’ innovation comes from segmentation; it differentiates consumers by their preferences and puts forward offers specific to the user.

Enhancement
Significance
Fashion & Design
Spain
 
Roadtest your bed linen

Brand names are becoming more common in the hotel industry with the Armani Hotel in Burj Khalifa that opened earlier this year, and now, the Gucci hotel which is expected to open at the end of the year.

Experience
Fashion & Design
United Arab Emirates