31st October 2019
Introducing our new Curve fit, made for curvy bodies.
Late last year our design team started formulating this jean after listening to feedback from our online customers about the need to cater to a more hourglass shape.
The Curve jean has been specifically engineered to embrace a more hourglass figure, hugging the waist and allowing extra room in the hip and thighs.
So what does a jean that has been designed to flatter every curve feature?
The most exciting part? Our Curve jean celebrates and compliments women with a different hip to waist proportion, meaning you can be a size or a size 20 and still find your perfect fit.
This season we will be showcasing all the new denim hues that make up our latest range, with our first drop focusing on light blue denim for the whole family.
We recently launched our summer campaign – Denim For Every Body – our first campaign that showcases the diversity of our denim offering, catering to range of different ages, body shapes and sizes.
In recent years, the body positive movement has gained momentum as brands challenge the beauty and body standards we’ve long accepted as most desirable.