
Levi’s today launch the new Levi’s Curve ID designs across Europe (”It’s a bit like the Eurovision Song Contest or something!” said the Levi’s flagship store manager on London’s Regent Street “The launch is happening in the UK, France, Italy - Everywhere!”). Having scanned 60,000 women, Levi’s have determined the three most common shapes with the Slight Curve (modeled by Lykke Li), Demi Curve (modeled by Pixie Geldof) and Bold Curve (modeled by Kristin Schort) offering different fits. No, we hadn’t really heard of Lykke Li or Krisin Schrot either, but they are pretty big on the conitnent with Swedish Lykke soon to release her second album and Kristin taking over clubs with her DJ persona Miss Nine (as well as being a model) but all three personalities look great in the new campaign. Pixie is pretty hilarious with her revelations of Levi’s love and music career plans which can be seen in her behind-the-scenes video which you can find here. At todays launch, everyone was in agreement that the jeans fit like they never have before. A line up of models were on hand wearing each of the shapes relevant to them and they all agreed they were the most perfect jeans to date. One fellow blogger in attendance at the launch was so delighted with the fit of the jeans she decided she would be able to wear them for the first time in three years. The new Levi’s Curve ID experience involves being measured in store to find the right Curve for you - so know your shape and find your new jeans now.