New curve-friendly Levi's

Levi's are launching Curve ID, which places emphasis on the shape of jeans, rather than size or style.

Levi's are launching a "curve-friendly" collection of jeans.

The denim brand are set to release Curve ID later this summer, which features three customised fits - Slight, Demi, and Bold - after conducting research that found shape is more important than style or size when choosing well-fitting jeans.

Company president Robert Hanson said: "One of the most frustrating things for women is that they are not finding the right jeans for their body.

"This is particularly a women's issue because of the diversity in body type. Men tend to wear jeans that are a little less shape-enhancing, and most men don't want to have a discussion with you about shape and they really don't care."

Previews of the jeans show three very distinctive styles, with different rises and placements of back pockets, while one had a high waist band and another had contrast stitching reaching further down the leg.

Robert - who thinks jeans are as shape-sensitive as bras and swimsuits - added: "These are completely different patterns,"

Levi's are also working on a fourth shape to add to the collection later in the year.