Aug 23 2010

“All asses were not created equal.”
That’s the memorable marketing phrase from the folks behind – ahem! – Levi’s® Curve ID, a new fit system for women’s denim. The words certainly resonated with New York-based fashion bloggers who recently attended an invitation-only event at the brand’s Soho store.
More than 150 bloggers were on hand. Each was educated on the unique fit system – which focuses on shape, not size. It was developed after the Levi’s® brand studied more than 60,000 body scans and spoke with women around the world of all shapes and sizes.
After being schooled, the female fashion bloggers received a fit session with a fit specialist – and a pair of jeans.
Did they like them? Judge for yourself:
More pics below from the event – and lots more on the fashion bloggers’ posts, including Beauty By Benz, The Fab Chick and DenimHunt.
If you’re of the female persuasion and haven’t tried the Curve ID fit, what are you waiting for?


Posted By: Cory Warren, Editor, LS&Co. Unzipped |
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Marites (not verified) - Feb 01 2013
I loved Levi's!
Sandra Davidson (not verified) - May 09 2012
I too live in the "middle of nowhere" and have to purchase online. Havent been able to find a good selcton of slight curve anywhere, I like the vintage washes and a boot cut style but have only been able to find dark blue in a straight leg so far :(
Sandra Davidson (not verified) - May 09 2012
YAY!! but wait , the slight curve fit me perfect but now I cant find them in stores anywhere ?? have been looking everywhere online can anyone suggest a site that sells the slight curve fit
Cindy (not verified) - Apr 11 2012
Count Me In! I am 50 yrs old, 5' 4", and thin. I too had never been able to find a pair of Levi's that fit me until I tried the Curvy Boot Cut 529. I had never considered myself "curvy" and at 5'4" I fall on the line between petite and regular. They fit me perfectly. Even my husband noticed! Thanks for making a pair of jeans that we all can wear - every shape and age.
Judith Davis (not verified) - Feb 23 2012
My sister and I love Levi's, there our favorite jeans. We have been reading about all the controversy about Levi's Cure ID, and we got to agree that the models Levi used in the advertisement are not really any diffrent other than height. I personally wear a size 10-12, and my sister wears a size 14, and we look as good or even better in our jeans than the skinny models do. Levi needs to boost it's advertisment with real, day to day women. If you are interested my sister and I are willing to model for your advertisement.
Shannon (not verified) - Feb 16 2012
I really want to try these jeans out. But I live in the middle of nowhere and have to buy them online. This wouldn't be a big deal, except I'm terrified of ordering the jeans and getting sent a pair with a 30" inseam. I wear a 34." Can you please make an option to choose your inseam available on the online store? Thank you!
Alida Vandewiele (not verified) - Feb 02 2012
After years of struggling to find a flattering pair of jeans, I just bought a pair of Curve ID jeans and I love them. They fit perfectly and really complement my figure. I was lucky enough to get a L36 pair in Belgium. However, now back in Australia, I'd like to buy a second pair and they don't have any in L36. The lady in the store didn't even believe me at first when I said that I had a length 36 until I bought in the pair I had and she checked the size! I can't even find them online. It would be great if you bought out a wider range of jeans in the longer length!
Elisabeth (not verified) - Dec 11 2011
I really love the bold curve, it's a jeans revolution for me! However not all the different types are available in Norway, hope it won't stay like that forever. I'm missing the classic slim bold curve in my nearest flag ship store, and it's not possible to order them online outside US. I also wish you would make the bold curve with a high rise, it would be wonderful to hide my small love handles, be fashionable and really show of the curves I'm proud of :D
Michaela kellner (not verified) - Oct 08 2011
I have to say that the Curve Id really does work, as a girl who has little to no hip and a but, the Bold curve is a godsend, finally jeans that don't gap! I'd love it if you guys would keep making mid rise and maybe bring back some high rise jeans. As a girl who cannot wear any low rise jeans (there was a year or two when that's all there was). I'd love to see some more cuts and styles in the Bold curve. My favorite cut of jeans you ever made were hi-rise skimmer jeans, those were great.
Patti (not verified) - Sep 22 2011
hope this doesn't show up twice, i somehow got kicked out. Got my first pair of supreme curve straight and i love them! i was afraid when i saw the tiny waist i wouldn't be able to get my hips through but the lycra did the trick. They are super comfortable and my best asset is now properly showcased :-). The only issue are the wrinkles along the backs of my thighs--i call them stress marks--but i don't know if that can be helped. i have healthy thighs so probably should have gone with bold but i really was more concerned with the waist fit. Just a tiny gap in the back when i sit, but eons better than any jean i have ever wore. i love them. if anyone has any suggestion for a more perfect fit, i'm listening. please note, the vintage pair has two snags and a tear on the upper left thigh and pocket and one on the right. The lower one you can stick your finger through. i was hearbroken thinking i'd have to send them back but then looked on the site and enlarged one of the little insert photos and the snags are right there, strategically placed--guess that's what they mean by "vintage"--thought it was just a color. just wanted to warn those who are as unobservant as me. It really gets too cold in the midwest for holes in the denim, i must be showing my age. i'll look at all the little pictures next time. As for this pair, I ain't sending them back.
Stephanie (not verified) - Sep 17 2011
I've been wearing levi's almost exclusively since I was a little girl, but last winter I finally tried the Curve ID, and at that time I was a Bold fit. Now that Supreme Curve has come out, I find that it is PERFECT for my body type, I absolutely adore them! My only issue - not all of the washes come in a size 26!! I'm small (5'1") and I have a tiny waist and a bigger seat. Show some love for us petite and curvy girls...just because we're small doesn't mean that we're not curvy in our own way too!! I'd love to get my hands on a pair of skinny supreme curve jeans in the black wash...but they aren't carried in my size online or in stores. :(
Pamela (not verified) - Sep 07 2011
I've had a lot of problems finding the right pair of jeans my whole. I have tiny by hips and butt are nowhere in the same vicinity. I did the find your curve on the website and I found that I am a supreme curve. However, that particular style is not available in the UK. Do you have any plans in introducing them here at all?
al (not verified) - Sep 07 2011
So I finally got around to trying these (I'm a supreme), and they are BRILLIANT. I have never had jeans that fit so well, it's amazing. No gapping at the waist, no butt hanging out of the back when I sit or bend. I love them. That said, I'd like to make 3 suggestions for future lines. 1: Longer Length Although the jeans I bought look great with flats, the 34 isn't long enough for me to wear with heels. I think a 36+ inseam would be much appreciated by the taller ladies. 2: A Mid-Rise Option in Supreme I see that this is offered in Bold but not in the Supreme fits. Even if this makes the difference from front to back less noticeable, I'd absolutely LOVE a slightly higher rise (8-9") in the Supreme cut. I have a long torso, and super-low rises really make that apparent. 3: More Leg Styles in Supreme I'd love a standard boot (like the one offered in Bold) instead of the skinny boot in Supreme, and a wide-leg would be fantastic, too. Thank you so much, Levi's, for allowing me to actually be able to bend down with confidence. I love my new jeans.
Liz (not verified) - Jun 28 2011
I've always been a curvy girl (being 5'6" and generally 145) but after my bf and I moved in together I gained 15 lbs!!! However, the odd thing is, all the weight gain was in my butt and legs. I've always been a fan of jeans but always thought the ones I bought made my butt look wide. I saw the commercial for the Curve ID jeans last year and they had always been on the back of my mind. Now that I got a better paying job I thought why not, I better get some nice jeans to wear to work! Feeling self conscious about my weight gain, I told the saleslady that I'm originally a 9 in juniors. She found a size 30 x 32 for me in the skinny dark wash jeans and they fit amazingly! I tried on the bold curve and I swear, I did not know your butt could look so awesome in jeans! At first I was like is that my butt? I even asked the saleslady if it should look like that lol. Either way, I would have bough a bootcut as well, but they did not have any in the longer lengths so I placed myself on their list to be called when they get more in. And as stated below, each jean style and color will fit differently so don't be surprised if you find yourself leaving the store with different sizes in different styles. Thanks Levi!!
Marcie Zafra (not verified) - May 23 2011
I loved my first pair of Levis Curve ID "Slight Curve". For a small lady with wide hips like me, it impossible to find perfect fit jeans that doesn't require u to wear a belt. I really love my levis slight curve skinny how it hugs my whole thighs and hips and my butt, I don't have worry if I seat or walk anymore no more falling down jeans for me.
Dizzy (not verified) - May 06 2011
Hi, I've not bought jeans in years because of my curves. Could never find a pair that fitted either because they were too tight on my thighs, or gaped on the waist. Lots of jeans that nearly fitted were too stretchy and made me feel like an old woman. I am now the proud owner of a pair of Bold Curve black skinnies that fit perfectly! Even without a belt! They're really comfy and I don't feel restricted in anyway. : ) Thanks Levis
Annie (not verified) - May 05 2011
Please I have only been able to find the Demi curve straight at DFO in Brisbane. I brought a pair even though the straight style is not my preferred preference....I love love love these jeans, usually I get my jeans off into something more comforable the first chance I get but these I wore all day!!! I am now desperate, I mean SO DESPERATE to own a skinny boot style, restricting the amount of times I wear the pair I have so I do not wear them out. I have searched everywhere on line & the Levi's site do not delivery internationally.......HELP!!!! Where or where in Australia or online can I buy a pair of skinny boot demi curve? A Desperate for Levis Demi curve skinny boot shopper
vivisha (not verified) - Apr 18 2011
Very disappointed that i can't seem to get Demi curve flare in uk. Only advertised on USA online shop which doesn't deliver internationally!
Manuela Babli (not verified) - Apr 14 2011
I bought 3 pairs of the demi curve in a size 26 and they are the best jeans i have ever owned in my life! I've always been a levi's lover, but these are even better than ever! I LOVE THEM!
Pei Tan (not verified) - Apr 10 2011
The jeans just do not fit me well. I first tried Slight Curve, 25 and 26 inch waist. I couldn't even button the 25 incher, so I moved onto the 26. While the slight curve 26 inch waist fit, I found the cut too low for my tastes (I had to shove my very low rise undies below the jeans' waist in order to be presentable once outside the dressing room) . A saleslady recommended demi curve. Again, the 25-inch demi boot cut was completely unbuttonable, and two salesladies and I immediately saw that the demi 26 boot cut was too loose. The helpful salesladies handed me different washes because they knew that some washes were looser or stiffer, I moved to demi curve (straight leg) 26, and while it fit better, it just squashes my booty, making it look very flat. I was SO hopeful I could find something at Levi's, but it was just not meant to be!
Filsan (not verified) - Mar 27 2011
This sounds brilliant and I would haev rushed to the stores to get them...however, I'm in the UK and although there are a few retailers that do stock them, we a) don't get the Supreme curve which is what I'm more likely to be and b)they're selling for around the £85 mark. Its incredibly off putting to think that the price of one pair of the same jeans in the UK is more than the price of 2 in the US. Even with the 20% value added tax we pay, it makes no sense...and definitely makes it less of a buy to the under 25s who would be the most interested in them. Such a shame.
Zaneta (not verified) - Mar 23 2011
These jeans are seriously AMAZING! I've paid over $100+ for jeans to perfectly fit my curves, and have been left sorely disappointed. But these jeans, I don't know what it is, but they fit my curves and booty like no other pair of denim I have ever owned!! But Levi's, please do right by your customers and release more washes of the Modern Supreme Curve, the current 6 styles is simply NOT ENOUGH, especially since the Bold Curve has well over 12 washes/styles. Please, my ASS is begging for it! :)
theresa (not verified) - Mar 22 2011
I just received my first pair of Levi Curve ID's in the mail. After years and years of ill-fitting jeans, I was SO excited to try these on. They fit perfectly EXCEPT they are just NOT LONG ENOUGH. I'm being forced to return these jeans because of the length. I'm 5'10" with a 34" waist and beg you, Levi's, to please please please extend the sizing on your Curve ID jeans. These are the BEST FITTING JEANS I've EVER tried, and my heart is breaking that I have to return them.
vritika (not verified) - Mar 21 2011
i am 36"on waist... are curve id available in tht one?
sarah smith (not verified) - Mar 10 2011
I have a slim boyish figure so jeans that fit on the bum & legs are often too small on waist but the slight curve skinnys fitted like a glove ..... except for the length!!! I am a 36 to 37 inch inside leg & the 34" were just too short ... I could have cried! Please bring out a 36" inside leg. Please please please
Lee (not verified) - Mar 05 2011
Having never been happy with a pair of jeans, I was doubtful before trying Curve ID. I now own 3 pairs! Demi curve in the shorter length fit perfectfly. The rise isn't too high or too low, fits in both the wait and the thigh and the bootcut isn't a flare! I want to buy more in different washes, just need to save more money. Please don't change a thing :D
kim (not verified) - Mar 05 2011
i've also seen the jeans ivy is talking about...they were posted here: http://www.9to5chic.com/2011/02/wearing-now-knitted-sweater.html i'm also interesting in finding/trying these...any info would be greatly appreciated!
ivy (not verified) - Mar 02 2011
i saw somebody in a blog wearing a curve id with zipper from the ankle that goes all the way up. this enable the jeans to turn from skinny to flare with the zipper. i can't seem to find the style in your online store. can you please tell me what style this is?
Sally (not verified) - Feb 19 2011
I tried on several pairs of these jeans today and could not believe that someone has finally made jeans that fit my waist! They are brilliant. They looked great from the front but the only problem was that I did not like how the pockets looked on the back. I think this is because they are pulled up more than usual jeans but to be entirely honest I just don't really like the look of the levi's pocket. Have you ever considered doing a different pocket design? Looking at the picture above again I think that it is the shape of the pocket and the size of it - I think it is too big. I know your pocket design is iconic and traditional but not everybody likes it. But everyone will love having jeans that fit. So maybe you could give them a different more flattering pocket design (like some of the more expensive jeans). Just a thought. Maybe you could do some special release pocket designs or something if it is too much of a break with your brand to change it completely. It really is the only thing putting me off buying several pairs of these jeans right away I am just so excited to find jeans without a gap at the waist. Thanks for the chance to comment and I really love that you have taken some of the comments above so seriously.
Editor's note: Hi Sally. Thanks for your comment. I will definitely pass along your suggestion to the Curve ID team in Levi's® brand to see if this is something they've considered -- or would.
Kathleen (not verified) - Feb 06 2011
NOT LONG ENOUGH! Just bought a pair of the demi-curves. They are PERFECT but not even close to being long enough. They are great for sandals or tucking into boots but not long enough if you want to wear heels... the boot cut fit like floods. (not cool). I'm really surprised that Levis has not figured this out. 36" would be great or even offer them unfinished at 37" so that the client can have them hemmed. Probably won't buy another pair until they are offered longer.
Editor's note: Hi Kathleen. Glad you liked the jeans, but sorry about the length issue. I'll definitely pass along your input to the Curve ID team. Thanks for taking the time to comment.
Joanne Carter (not verified) - Jan 24 2011
I must confess that I'm a jeans addict and get very excited about finding the perfect pair of jeans. As a Brit, I'm often dismayed how expensive Levi's are in the UK, but when I tried on a pair of Demi Curve Straight and Skinnies in a London Levi's store I was really impressed, especially as the holiday offer saved me £20. Firstly, I've never been able to fit into even size 34s before but the 32 straight cut fitted like a glove (vanity sizing anyone?) They're so comfy that I wear my midnight wash ones all the time. My only gripe is the low rise, I mean I don't want to wear high waisted granny kecks but these are a little low. Since buying my 32s I've thrown caution to the wind and bought two pairs of straight cut 31s from the Levi's website in black pearl and blue sands. I have at least a stone to lose so I know I'll be able to fit into them in a few months after sweating off my lard using a variety of workout DVDs. I've also bought a ladies Levi's trucker jacket too, I'm so in love with the brand! I probably won't team it with my Demis though because I don't wish to emulate Shakin' Stevens' look circa 1982!
Linz (not verified) - Jan 13 2011
So I was just talked into buying a pair of Demi Curve Skinny Boot jeans at my local Levi's store. I must say, I think I tried on every pair of jeans in the mall that day trying to find a pair of boot cut jeans that didn't look like teen flares. I tried on the demi curves first, the fit wasn't perfect and the price was a bit high for most of the Levi's I've owned, but after spending the next five hours trying on jeans I came back for the first pair I'd tried because it was the closest I could find for what I wanted. The fit issue is mostly in that, if I got the waist size that fit good, the thighs were baggy. The slight curve were way too low and the bold curve was even more of the same problem with the thighs. I ended up settling on buying demi curve one size smaller than normal. Bit tight in the waist but great everywhere else (good thing I don't wear mid-drifts!). Although I would like to see a higher rise in these Demi Curve Jeans, say maybe 1.5'' higher even just as an option. The rise now fits OK with no plumbers bottom but is still a bit low, but being this is coming from a short gal, I can imagine it's a bit more low for an average height gal looking for some tailored fitting jeans. Long story short, this was the BEST fit I could find in any brand or selection locally and ended up making a $500 order that night for 7 more pairs (2 more skinny boot, 2 boot cut, 3 skinny) to replace the other pairs of jeans I own that are too low-rise or not as decent fitting. BUT! I would love to buy more of them in the future. I think many women would have these same requests. As many of the readers commented on another blog entry: http://www.levistrauss.com/blogs/happy-birthday-blue-jeans - It would be absolutely divine to have a selection of 100% cotton jeans in THESE fits. These jeans seem to target out an audience that is slightly older than the age groups most jean companies rely on- if not because Levi's Brand has been worn and recognised by women who remember when stretch jeans weren't even around and have been wearing them for as many years. It seems to me it's mostly the slightly older crowd that care most about tailored fit and also have the money to spend on $60-$200 jeans. And Us in the older crowd would definitely like to see our jeans stop being made of the same material as those people old enough to be our children are wearing (and I'm only in my 30's! :) ) Stretch jeans do just that, stretch. Which sure is great when you first put them on, but as we all know, 9-12 hours of wear and they start to get baggy in the wrong places, like the knees and lower butt. Cotton jeans do this too, but they just look better and slouch better, they don't ride down in the wrong places either. Yes, I have 3 pairs of the Boyfriend 501's- they are great on the weekend, but not a good all around wear with everything fit. Another request for this line would have to be more selection! It seems that only dark washes are available and I dearly hope that the line isn't being phased to this. I would have loved to have bought some of the strait demi curve jeans too, but the 4 color selection is bleak in most of them being black or very dark. I am 5'1 and dark colors just don't do me justice. Same thing for the skinny boot's and skinnies. I see there was some lighter colors available at one time (in the clearance section) but otherwise... Lastly, how come some pairs offer various inseam lengths and some don't? The one lighter pair you have up only comes in 32'' but the dark pair comes in 30,32 and 34. I would really like to see them all come in short (and long for the tall gals). Yes, I know I can have them hemmed, but why would I want to spend $80 on jeans just to have to spend more to get them hemmed- and If we are talking about boot cut, by the time you cut up that 2-3 inches, you loose the boot part of the boot cut because of the way it bells out, which defeats the point. This is something that has annoyed me and millions of short gals for years. Men get inseam lengths in everything, why shouldn't we?? Especially considering women's jeans are almost ALWAYS more expensive than men's. Ok, that's it for my gripe :) Thank you for bringing these into the world and I hope the line continues to expand as these will definitely be the only jeans in my closet, being they are as close to the perfect everyday jean I can get without spending a ridiculous amount of money! THANKS
Editor's note: Linz! Thanks so much for the wonderful, thorough and constructive comment. I will definitely see that the folks within Levi's® Women's and Curve ID receive your message. You win the award for the longest comment thus far on our several-months-old blog. I know the Levi's® team will appreciate the authenticity of what you have to say about their product and what you'd like to see in the future. Thanks again!
Diane (not verified) - Jan 03 2011
The Levi's designers are genius! I can't believe how well these jeans fit! I am a fairly small person (5'2" and 115 lbs) but apparently very curvy. The bold curve jeans are the first jeans in ages that don't gap in the back. I am thrilled! Oh, and thanks for not "vanity sizing" these jeans.
ramapriya (not verified) - Dec 28 2010
i think those jeans are lovely!
Regina Shuey (not verified) - Dec 23 2010
I used to be a size 3 before my kids. Now Im pushing a size 7. Of course my goal is to slim back down but with my 2 young ones and one on the way, slimming down seems like a far off dream. So recently I was shopping around for jeans on the online store (us.levi.com), and came across these Curve ID, the advertisment says they are made to fit your shape not your size... but honestly there isnt much difference between a size 1 pancake butt and a size 1 bubble butt. But there is a HUGE difference between the size 1s that are modeled and my size 7 jiggly junk. What your web site should sport is an option where I can click on my current size and see the jeans on my size women. This will save me from hours in the dressing room trying on jeans!
Editor's note: Hi Regina, and thanks for writing. Not being comfortable weighing in on the subject of "jiggly junk," i checked with a colleague on our Consumer Relations team. She tells me that there actually is an area on Levi.com that does precisely what you're asking -- show the appropriate fit on your respective size. Check out the following links for Demi Curve, Bold Curve and Slight Curve. Hope this helps!
Natasha (not verified) - Oct 19 2010
Hello, I tried the new "Slight Curve" ID jeans and i was dissapointed about low rise cut (you can't have any fat at all), I am not 15 year old. This jeans look really good except ridiculously low rise cut! I wish designers would make it an extra 2 cm above, then it would be a perfect style of jeans.
Editor's note: Apologies for the delayed reply. I've passed along your comment to the folks at the Levi's® brand. It's my understanding that something along these lines may be available in the spring (2011), so please don't give up hope!
irene (not verified) - Sep 25 2010
I am so sorry that the new curves jeans dont suit, they are not long enought , i would bee so happy if they made them in sice 28/36
Editor's note: Thanks for your comment. I'll pass it along to the folks at the Levi's® brand so they know you're out there!
BeautyByBenz (not verified) - Sep 02 2010
This was a fantastic party and I was so excited to write a post on these jeans. I'm even more excited to announce that they've quickly become my favorite pair of Levi's (and I have many!). I'm a Demi-Curve and I love the fit.
Kay (not verified) - Sep 02 2010
LOVE my new bold curve jeans - i shall be levi's til i die now! carry on with Curve ID levi - the best jeans i have EVER owned by far!
Julia (not verified) - Sep 01 2010
All the models in the picture look like they have the same shape! I'd like to see some *really* curvy women!
Editor's note: Hi Julia. I see your point, so I went to Levi.com and found a gallery with a whole lot of women in Levi's® Curve ID jeans. Have a look. Among the 110 pictured, I think you'll see women who'd qualify as "really curvy" -- and who look great. See if you agree!
pauline (not verified) - Aug 27 2010
hi, I'm super interested in doing a sample review for these jeans, just wrote a post. Let me know =) www.thelipstickdiaries.com
Editor's note: Thanks for the comment -- and for your blog post on Levi's® Curve ID. I've passed along your message to the folks at Levi's® brand.
Alicja (not verified) - Aug 27 2010
I tried the new jeans and, of course, they don't fit! Still waiting for Supreme Fit... Hope still remains...
Editor's note: Thanks for your comment, Alicja, AND for trying our new jeans. I'm sorry you didn't find the fit you wanted. Stay tuned for our 4th fit, coming this December. I'm hopeful it'll be a perfect fit for you!
Stephanie Nadile (not verified) - Aug 24 2010
I just bought a pair of the Levi's "Slight Curve" ID jeans and I love them! This is my very FIRST pair of Levi's that I have ever owned that FIT! I can't wait to see the new styles and finishes for next season! Great work!!!!
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