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

Levi’s Curve ID

Levi’s have launched a new fit for their women’s jeans, Levi’s Curve ID. It’s all about shape, not size!

Levi’s invited me to the Levi’s flagship store on Regent St to find out exactly what the new fit was all about and to be fitted for my own pair!

Levi’s tested the shape of 60,000 women for research for this new fitting system, they came up with three different fits: Slight Curve, Demi Curve and Bold Curve.

The Slight Curve (Lykke Li) is pretty much straight up and down with a little hip action.

The Demi Curve (Pixie from Violet) is totally in proportion, so right waist to hip ratio.

The Bold Curve (Miss Nine) is small waist, large hip/posterior.

The measuring is pretty quick and simple, no scanners or body suits. Just a ribbon tied round the waist with two tape measures attached vertically, then a measurement taken around the hip, and another around the bum.

Et voila, I am a Slight Curve.

Once you get your fit, you pick up your size and it should fit like a glove, I know mine did; no muffin top, no gaping, no pinching. They also come in various washes and cuts.

We were given our goody bags with our jeans and an invite to the Levi’s Curve ID party at Studio Valbonne.

The guestlist was fun; Pixie Geldof was to perform with her band so her usual posse was there, Alexa Chung, Henry Holland, Jade Parfitt, and her daddy – Sir Bob Geldof.

Lykke Li (Slight Curve) was up first, she came with her tambourine and drummer, and of course the voice.

Pixie (Demi Curve) pleased the masses and I think she surprised most of them too. The songs were great and after each one the cheers got bigger, she was actually really timid between songs. Maybe she thought she wouldn’t get a good reception, but she delivered so the crowd gave back as good as they got.

Miss Nine (Bold Curve) was the DJ for the last leg of the night, she brought the party tracks with her one of them being “I’m in Miami trick!”

Personally I wish Levi’s would go an inch or two longer on the leg, then the fit would really be perfect (for me)!