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Levi's is releasing a new line of jeans called Revel, which the company says will girdle up your thighs and butt to make them shapelier and slimmer-looking. The jeans will be available beginning in early August, initially in-store only and eventually online.
If Levi's Curve ID embraces a woman's natural shape, Revel takes that shape and adds a Spanx effect. The new jeans will be available in Curve ID sizes: slight, demi, and bold, and supreme, with an added proprietary chemical applied to the inside of the fabric to shape the butt and thighs in strategic locations.
Jill Guenza, Levi's vice president of women's design told WWD:
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. The result is a jean that carves out the inner thigh, slims and smooths the outer thigh, lifts the seat and flattens the tummy.
Look for a campaign called "Let your body do the talking" in August magazines that seems (see above) to borrow a page from Brooke Shield's famous Calvin Klein campaign. A video component will launch online as well.
Levi's also borrowed from legendary makeup artist Kevin Aucoin's techniques to use stitching and whiskering to enhance the female form. The jeans will come in indigo and black and will cost between $98 and $128—a tad more expensive than the Curve ID line. You didn't think the scientific taming of women's unruly parts would be gratis now did you?
· Levi's Shapes Up With Revel Launch [WWD]
· And the 49ers Stadium Naming Rights Go To: Levi Strauss [Racked SF]
· Levi's Curve ID [Official Site]