After the success of their Curve ID range launched in 2010 (wow, that flew by!) Levi’s are revolutionising the fit of women’s jeans with the launch of Levi’s Revel jeans. Having created the first jeans for women (ever!) back in 1934, the Lady Levi’s, almost 80 years later they are giving us jeans that shape, lift, and lengthen your body with unique liquid shaping technology.

Fuelled by a quest to create the “perfect jeans,” Levi’s Revel offers patent-pending shaping technology, the highest-quality denim fabric, and innovative design details, all in an engineered fit that helps women around the globe look and feel their best everyday.

The Levi’s® design team was inspired by a woman’s desire for comfortable jeans that enhance her shape while highlighting her best features. After years of development and hundreds of fittings around the globe from San Francisco to São Paulo, Stockholm to Shanghai, the Levi’s Revel jeans have landed.

“With the launch of Levi’s Curve ID, we recognized that it is every woman’s right to have a great fitting pair of jeans,” said Jill Guenza, Levi’s Vice President of Women’s Design. “Levi’s Revel takes that curve innovation one step further by actively shaping a woman’s body, giving her the legs and butt she always wanted. When we took our Revel prototypes on the road to test our latest invention, we had women from all over the globe try on our jeans. Watching them walk from the dressing room to the mirror was truly inspiring. Who doesn’t want to feel like that everyday – just from slipping on a comfy pair of Levi’s?”

Fusing exclusive Liquid Shaping Technology into the denim through innovative design techniques like screen-printing; the Liquid Shaping Technology controls the fabric’s stretch in strategic areas for a figure-hugging fit that lifts and defines your body and gives you a beautiful, shaped silhouette which holds you in at the same time as being super comfortable.

The denim for Levi’s Revel jeans has been carefully selected, developed and tested to make the jeans feel as great as they look. Levi’s Revel denim delivers four-way stretch that perfectly enhances a woman’s shape and moves with her body. A super-soft hand feel and superior memory retention help the jeans keep their shape as well as hers.

Available in Slight, Demi and Bold Curve, Levi’s Revel gives women a custom-like fit that eliminates the most common fit frustrations.  Contour finishing, elongated seaming and pocket placement are all strategically designed for the most figure-flattering fit. A range of finishes, washes and colours are available in both skinny and straight leg openings to provide a wide assortment of Levi’s Revel fits for women worldwide.

The Levi’s Revel collection is available at select Levi’s retail stores worldwide and online at


This afternoon I went down to Levi’s Jeans store on Regent St to see what their Print Workshop #printlondon was all about. Now I don’t know if you know but I’m totally down for anything hands on creative, especially when it has anything to do with personalising/customising clothes or accessories, so as you can imagine I was super excited about this one.

There’s a full on screen printing and heat press in the Levi’s Flagship store until the 3rd August. The interactive project is a collaboration with renowned Graphic Artist Anthony Burril who came up with a series of London inspired slogans/quotes of six words or less to be printed on to tees in store; starting with today’s quote “WORDS HAVE POWER”. A selection of quotes and different colour tees are available to buy off the shelf in store, with an exclusive print being sold at the pop-up store in Box Park Shoreditch. However if you fancy getting hands on he’s passed the buck on to the members of the public to tweet London inspired slogans to @levis_uk including the hash tag #printlondon; as of tomorrow the public will be able to screen print chosen tweeted quotes. Levi’s have already tweeted tomorrows quote by @Kittus “LONDON HAPPENS HARDER” I want this so bad but its only available for one day! Get tweeting your quotes, you never know you might just see one walking down Oxford St!

Don’t forget to tweet your quote of 6 words or less to @levis_uk with the hash tag #printlondon, alternatively if you don’t have a twitter acount you can always pop into the store and leave your quote/s on the pin board.

Levis – Shape What’s To Come

Levis held an event last Tuesday to introduce us to their new Global community for “Millennial” women. Levis Shape What’s To Come is a platform for young females around the world to interact and network with inspirational, successful young female mentors for help in reaching their goals. It’s a testament to the fact that nothing is impossible.

When I first got the invitation for this event my reaction was “huh? Didn’t we already see a whole shape thing from Levis a couple of months ago?” when speaking to others that received said invite they thought the same thing. Once the event got started we realised that it’s more about the “shape of things to come” and what can happen rather than physical shape.

Ambassadors from different backgrounds and creative fields were chosen from around the UK to represent and give input to the community of Shape What’s to Come. From left to right we have:

  • Annie Mac – Host of Shape What’s to Come
  • Art director Anna Murray, founder of design agency Patternity which specialises in the application of pattern to furniture and fashion, and textiles designer Grace Winteringham
  • Social change campaigner Justice Williams, the youngest black woman in the UK to be awarded an MBE
  • London-based Kristin Knox, the American author and founder of fashion blog  Kristin regularly lectures in art and fashion colleges around the UK
  • Acclaimed DJ and songwriter Ikonika, a young Londoner who is crafting her own unique musical sound with unusual hooks influenced by dubstep
  • Belfast-born Kathryn Ferguson, a self-taught filmmaker whose work has premiered at institutions including the ICA and the OnedotZero and Birds Eye View film festivals.  Kathryn has also been featured in the likes of Vogue and SHOWstudio

There was a discussion between the audience and the panel, one of the points put to the panel was something to the effect of ” You’ve been talking about being business women all night, but I noticed not one of you have talked about the feminist issue”

The answer to this so called “question” was written all over the entire panel’s face. Like “Why do we have to make this a feminist thing?!” I’m sure the whole point of feminism in the first place was to become equal, not to take over the world? Anyway Justice put the issue to bed by saying “If you really want to start talking about labels, I’m a black, female, entrepreneur” Applause.

After the discussion there was an acoustic performance from the Noisettes

Annie Mac interviewed lead singer Shingai Shoniwa after the set about her thoughts on Shape What’s to Come and upcoming projects for the Noisettes.

Ikonika came on and closed the event with a fantastic set that had me, Charlotte, and Sunshine moving!

You can experience Shape What’s to Come by visiting and joining the website here.