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Fashion & Design (176)

Shape your experience

Shape your experience

Levi’s has found a new way of designing jeans with their Curve ID range. The jeans are styled according to women’s shape rather than size. A website shows women how to measure their shape at home or allows them to book a professional custom-fitting in store.

Why it matters

29% of women think fitting into their old jeans is better than sex. Finding jeans that fit is really important to women. Will we one day see other fashion brands follow suit allowing women to  navigate fashion ranges according to their shape rather than their size?

Enhancement
Significance
Fashion & Design
Italy
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