We’ve all spent many a morning struggling into our denim jeans but is the wait finally over for a perfect pair? And all thanks to Marks and Spencers no less.
The clothing company have launched a brand new style of denim for women which focuses on individual body shape rather than the usual standardised body size.
The high street retailer used revolutionary body scan measurements of over 10,000 UK women, to invent the Body Shape Denim.
The product comes in three custom shapes, named after famous celebrities with the said shapes, Eva Longoria, Lana Del Rey and Marilyn Monroe.
Their research concluded that 42% of women wear jeans at least 5 times a week with most women having an average of 4 to 5 that they wear on a regular basis.
However, many of the women felt that it is difficult to find the perfect pair of jeans that they feel comfortable in. In their quest to solve their customers’ problem, M&S were inspired to design a product that fits their customers requirements.
Each Body Shape Denim style is determined by the variations from waist to hip ratio. By measuring your waist at the narrowest point and your hips at the widest, the Body Shape Denim style is supposed to compliment your figure to the most effect.
Karl Knight, Head of Innovation and Quality said, “As the most worn items’ of clothing in the world, it is important that denim jeans offer our customer the most comfortable and flattering fit possible. In order to achieve this we have been working with internationally renowned body scanning technology to ensure that the measurements of our Body Shape Denim styles are designed to flatter all shapes and sizes.”
The three styles of Body Shape Denim for M&S Woman will be released on 5th September 2012 priced at £25.