Levi’s to Launch Revel Line
Levi’s new Revel line promises to bring you one step closer to the body you’ve always wanted. The denim label is always coming up with innovative projects designed to meet its customers’ most stringent needs and the new Revel line, which aims to help women feel sexy by highlighting their best assets is definitely one that promises to attract a lot of attention. The Revel line is based on “liquid-shaping technology” that aims to give the wearer the illusion of lean, well defined features.
Unlike Levi’s Curved ID line, which focuses on showing off each woman’s sexiest curves, the new offerings combine the Spanx technology with the idea of sexy jeans for a much coveted effect: “Levi’s Revel takes that curve innovation one step further by actively shaping a woman’s body, giving her the legs and butt she always wanted,”Jill Guenza, Levi’s vice president of women’s design explained. To deliver on its promise, the brand uses a patent pending “liquid-shaping technology” and relies on four fabrics: cotton, polyester, Lycra and DuPont’s Sorona fiber. This allows the label to control stretch and support to provide the necessary definition.
A perk of the new technology is that it replaces the visible reinforced panels typical to shapewear. The new Levi’s body shaping jeans provide lift exactly where it is most needed rather than providing a uniform stretch. “The result is a jean that carves out the inner thigh, slims and smooths the outer thigh, lifts the seat and flattens the tummy,” Jill Guenza explained. Like it often happens, inspiration comes from other industries. In this case, it was makeup: We looked at [late makeup artist] Kevyn Aucoin’s books and how he made cheekbones look higher or noses look smaller. The seams we applied to our jeans act in concert to make the leg look longer and slimmer, the seat perkier and to move the eye away from the hips,” she told WWD.
The new Levi’s Revel jeans will be available in straight and stretch styles in several indigo and black washes and will be launched on levis.com starting with August 4 and in stores. The price range for the new Levi’s jeans will be between $98 to $128. An ad campaign with the “Let your body do the talking” will announce the arrival of the new line.
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