Levi’s has launched new custom denim fits for women—Curve ID jeans. The line was developed to fit the individual needs of women’s figures. Levi prepared the launch by reviewing and measuring the figures of 60,000 women from around the world and identified three distinct body shapes representing the “curve ID” of most women worldwide. Based on this insight, Levi’s has created three fits: Slight Curve, Demi Curve and Bold Curve. Slight Curve, for example, defines the waist and enhances the curves whereas Demi and Bold Curve smoothen out the shape. “The styles are designed around the natural, feminine curve of a woman’s body, celebrating shape not size,” says Levi’s design team. The fits are made of premium denim and are available in 14 finishes. The launch of the line is being accompanied by the campaign “Believe.” Levi’s has brought in legendary fashion photographer Peter Lindbergh for the campaign, widely known for his striking photographs of women.