Along with Joan Jett, Petra Collins and Erin Wasson, we were in New York last week to celebrate Levi’s exciting new women’s denim collection. The fall range, designed after two years of global market research, includes easy-to-understand, numbered groupings of styles based on fit, and combines textile innovations with updated patterns. Lot 700 is the signature grouping for the new line, including the most fashion-forward shapes such as the 721 high rise skinny jeans. “We’ve used all the modern fabrics that you would expect with the right combination of stretch, recovery, finish, durability and sustainability…[we’ve] also tried to simplify the choice process for women,” said James Curleigh, President of Levi’s.
The new collection hits Canadian stores July 13; at the launch event, we asked Karyn Hillman, Levi’s Chief Product Officer (aka resident jeans expert) for her essential denim shopping tips. Here’s what she told us:
Start with your body shape
When shopping for jeans, it’s helpful if you know a little bit about your body shape and what’s going to look good on you; just have an idea as the starting point so you don’t go down a road of trends that may not fit your body shape.
Choose your attitude
Have an idea of your [style] attitude and sensibility so you look like yourself and feel good. Denim is very personal; it’s important to look for jeans with the right attitude and you’ll feel more confident wearing them. Still, be a little open minded. You might try on styles that you didn’t expect to fit and they might surprise you.
Know the trends
Skinny jeans will always be a staple, but I think slim and straight jeans are going to be big this season, and boot cut is having an exciting resurgence at the moment.