August 24, 2010 at 2:54 pm , by Sue Erneta
I have a hard time finding jeans that fit. I know, I know…we ALL do. I get it—jean shopping sucks for everyone. And I’m not really fond of giving advice that says “this particular style is great for pear shapes” or “this brand is good for big thighs” because let’s face it: YOU. JUST. HAVE. TO. TRY. THEM. ON. Lots of them. In fact, I once wrote in the pages of LHJ, “Be prepared to try on 10 pairs of jeans before you find the right one.”
Then one day, I went to a presentation to see Levi’s new Curve ID line that promised a great fit on the first try. “Sure,” I thought. “I’ve heard this before.” Levi’s SVP of women’s design and merchandising, You Nguyen, explained how jeans need to hug a woman’s curves in order to fit. So Levi’s developed a formula that takes into account a woman’s waist and hips in order to determine which type of curve she should wear: Slight Curve, Demi Curve, or Bold Curve. A Levi’s rep took my measurements and they told me I was a Slight Curve. (This was no surprise – I don’t have much of a waist.) Then I got to choose between several washes and styles to try. (And there are tons of options. I can’t imagine someone not finding one they liked.) I picked an ever-so-slightly-faded skinny style and headed to the fitting room. I couldn’t believe it when I pulled them on. They zipped and buttoned effortlessly. Where was that too-tight-in-the-waist feeling I’ve become so accustomed to? And even my leaves-a-lot-to-be-desired butt was magically supported. Editor after editor came out of the fitting room with the same reaction. “They fit,” we all said dumbfounded.
There are very few times in my career when I have heard about a product so wonderful that I want to scream it from the mountaintops. This is one of those times. Go to a Levi’s store* and get fitted. You will thank me.