Levi’s to launch new body-shaping line

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Levi’s has taken cues from the huge success of shapewear brands like Spanx with its latest womenswear denim line, Revel.

Known for innovation, Levi’s already offers the Curve ID range that gives women the choice of three different shapes — ‘slight’, ‘demi’ and ‘bold’ — to suit their curves. 

Now the brand is debuting a new four-way stretch fabric created from cotton, polyester, Lycra and DuPont’s Sorona fiber, designed to give a shaping fit to the famous Levi’s blue jeans. 

The Revel jeans are the first to use a liquid stretch chemical which allows certain areas to stretch more than others for a more active fit: “it controls the stretch in those areas, much as compressionwear does. But rather than using visible reinforced panels, we use the application of the liquid-stretch technology,” Jill Guenza, Levi’s vice president of women’s design told WWD. “The result is a jean that carves out the inner thigh, slims and smooths the outer thigh, lifts the seat and flattens the tummy,” she added. 

Prices range from $98 to $128 for the indigo and black jeans, which will come in both skinny and straight leg styles. Other competitors in the upmarket shaping jeans arena include NYDJ (Not Your Daughter’s Jeans) which range from $84 to $140. 

The Revel campaign, with its “Let your body do the talking” tagline, will be hitting magazines and online in the coming weeks. 


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