LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Aug 29 2013

Revel in These

The first time I tried on my Levi’s® Revel jeans, I knew something was up. Literally.

I was feeling the jean’s liquid shaping technology. It lifts the seat, slims the inner and outer thigh, and flattens the stomach, according to Levi’s® women’s designer Jill Guenza, a member of the team that is the tour de force behind the jeans.

How does it work? Denim fabric that stretches in varying degrees holds you in shape where you need support the most. Kind of like compression-wear.

Jill and team used a new, patent-pending process to apply stretch panels through screen printing. In fact, when I hang-dry my jeans inside-out after a cold-water wash, I can see the dark-blue shaping panels on the interior of the jean, showing me precisely where the jeans are doing the most work.

The jeans are working through technology, but they’re also made to look good by design. The team drew inspiration from late make-up artist Kevyn Aucoin, who transformed faces by making cheekbones appear higher or a nose look smaller. Using the same contouring concept, they applied seams that appear to lengthen legs, perk the seat and draw the eye away from the hips. Finishing touches, like creases across the front called “whiskering,” complete the trompe l’oeuil.

Together, the design elements add up into one eye-catching package, one that we here at Levi Strauss & Co. have been loving.

Want to see Levi’s® Revel in action? Check it out:

Posted By: Rebecca Youngs, Associate Editor, LS&Co. Unzipped

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Tags: Fashion,Levi Strauss & Co.,Levi's®,Levi's®,LS&Co,News,Style

Before posting your comment, please read the Blog Guidelines.

rajiv nayak (not verified) - Sep 06 2013

tell me the model names in the ad.

Editor's note: I'm sorry, Rajiv, but the model names is information to which I don't have access.

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