This morning in Rio's leading newspaper, O Globo, there was an article about how Levi's is launching a new line of jeans called Curve ID that (gasp!) take into account the fact that women have multiple body types and waist-to-hip ratios. Here is a press release in Portuguese that talks about how these new jeans are designed to "highlight feminine curves". There are three levels: Slight Curve, Demi Curve and Bold Curve. There is also a fourth level that will be launched separately, Extreme Curve, that's geared toward those with a super ample booty. I notice, however, that they all seem to be skinny jeans...sigh.
Levi's in South Africa was way ahead of the global curve on this one (ha, ha). Back in July 2008, I purchased a pair of EVA Fit Levi's in Johannesburg and was pleasantly surprised that they actually fit, without gaping in the waistband, tightness in the thighs, or absurdly long legs. The EVA Fit is a South African-designed style that, after great success in-country, was introduced in the US and quickly became a best-selling model. I've never seen the EVA in stores in the US, however, and suspect they may have been re-branded with a different name.
One little factoid from O Globo that stuck with me: women try on an average of 10 pairs of jeans before finding one that fits and looks flattering. Awful, no?