Denim brand uses contouring techniques to ‘lengt - sportstextiles: Lea SportsTextiles

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Denim brand uses contouring techniques to ‘lengthen and conceal’

26/09/2019
Denim brand Lee has used the theory behind facial contouring to launch a collection it says will flatter all figures, using “strategically placed seams, shading and contouring to lift, lengthen and conceal”. 

Shape Illusions uses similar techniques to its high-end range Body Optix, but at reduced prices. 

The US company, now part of Kontoor Group, says it harnesses the principles of vision science: “what the eye sees and doesn’t see”.

Betty Madden, VP of global design at Lee, said: “Feeling confident is important to all women. We purposely patterned Shape Illusions on a size 14 form. Every stitch in each top and bottom was evaluated to ensure it complemented the female shape.”

Joe Bugni, VP of global female product, added: “With Shape Illusions, consumers now have access to premium finishing designed to enhance and flatter all figures, without a premium price tag.”

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Levi’s invests in climate change-tackling start-ups 02/10/2019
Kontoor seeks alternative fibres as part of new forestry policy 25/09/2019
Revenues up 6% for VF in first quarter 24/07/2019
VF’s new London headquarters will ‘fuel growth’ 05/06/2019
VF completes separation into two companies 29/05/2019
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