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

Celebrate the moment

Fashion and Dining are two more categories reflecting the Experience meta trend, where moments have become more valuable than objects.  The physical things we’ve accumulated have almost become a mocking reminder of pre-recession indiscretionary spending.  Now, consumers are less and less inclined to spend money on physical things, instead favouring experiential goods.  Cafes, restaurants and takeout food actually saw a sales increase in Q409, while other retailing was down.  Rental services for high-end designer goods also continues to grow, letting consumers feel luxurious for an evening, without the regret of a worn-once dress in the closet.  And when we do purchase goods – we want them to come with a story.  Take hisptery.com.  The German site lets users fill out a personal profile quiz, then it selects a t-shirt for them from popular retailers like Threadless.  You don’t know what t-shirt you got until it arrives in a mysterious brown paper bag.
 

Experience
Fashion & Design
United States
 
Facebook friends store

In collaboration with Facebook, Levi's has integrated in the e-shop, new social applications that allow users to express their tastes and share their views of the collection. This new project integrates a Friend Store where users of Facebook are able to view their friends favourite Levis clothing.

Developed by Open Graph, these new plug-ins include the famous Facebook function ”I like” and widgets to recommend.

Connectivity
Experience
Fashion & Design
Spain