A wardrobe hero, invest in your jeans and maximize your denim staples. Opt for minimalism with sleek dark wash skinny jeans or a flattering low rise bootcut style. Washed out pastels and eclectic prints refresh coloured jeans, as boyfriend jeans get updated with distressed, acid washed finishes and colour pop hues in our ASOS Denim collection.
Flat Bum, overhang, bunched waist, back gap and, of course, the good old muffin top are just some of the denim bugbears raised during a quick pow-wow with the women in my life last week. One of my friends (a petite, bootcamping, 35-year-old) said she's become so fed up with shopping for jeans that she now just sends her husband to Uniqlo on her behalf and hopes for the best. My mother-in-law (a glamorous white-jean-wearing grandma) meanwhile says she has to dedicate a whole day to the operation to be within a chance of bagging a pair with just the right 'rise' for her.
Then there's me: a 37-year-old married mother of two. Let's just leave it at 'flat bum'. We'd started talking about the thorny issue of well-fitting jeans (and how hard it is to find a pair that work for you) after it was announced that Levi's is launching a range of denim called Curve ID, with three different cuts that it promises will fit 80 per cent of women. Levi's has interviewed 60,000 women around the world and scanned their body shapes - and it seems that my friends and I are not the only ones with gripes. The company found that many women regard jeans shopping as little more than an expensive exercise in self-loathing and that 87 per cent of us feel our jeans could fit us better. So we should prepare to rethink the way we buy jeans. Levi's hasn't changed the way women's jeans have been sized in 75 years, but now, instead of the old 28/32 measurements we were previously armed with, we're being encouraged to consider ourselves a 'slight', a 'demi' or a 'bold' curve.
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