Lee is reinterpreting one of its premium denim concepts for the mass market.
The heritage denim brand launched this week Shape Illusions, a size-inclusive women’s line that takes a 360-degree approach to design, draping and contouring.
Using nano laser technology, the denim collection boasts body contouring patterns that draw attention to certain areas of the body while concealing and minimizing others. The collection also features strategically placed seams and curved pockets that give the appearance of longer, leaner legs.
Additionally, Lee purposely patterned Shape Illusions on a size 14 form to ensure the collection would complement all shapes.
“We then asked women to wear and test the line,” Lee’s vice president of global design Betty Madden said. “The resounding result: they loved how they looked and felt—regardless of their size. It’s the latest evolution in size-inclusive fashion that celebrates all women.”
Shape Illusions is based on Lee’s premium Body Optix collection, which is available globally at high-end department stores and specialty boutiques. Whereas Body Optix jeans retail for $89 and up, bottoms in the Shape Illusions line are available for $25-$30.
The Shape Illusions collection is available under the Lee Riders banner at Walmart stores and online at Walmart.com and Lee.com. The line offers products from size 4-24 in bottoms, and XS to XXXL in tops. Fits include jeggings, bootcut, skinny and straight. Tops span denim button-down shirts to denim pullover tops accented with a tie detail at the waist.
The launch comes just one month after the brand’s latest marketing campaign, which features influencers who represent each of Lee’s Fall/Winter ’19 collections. Style editor Bobbie Thomas and blogger and skincare expert Katie Sturino were tapped to promote the Shape Illusions line.
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