The article was first published on SCG London’s site on August 14th, 2012
I was in Moscow for a few days two weeks ago, and with Olympic fervour reaching unprecedented heights back here at home, I managed to spend two or three hours one night in a bar near my hotel, catching up on some of the action.
Jeans, which were once considered a work wear for labourers, have now transcended into an everyday piece of wardrobe and have become a great canvas for a range of designers. Now, jeans can highlight the best in your body and even help hide some shape defects thanks to cutting-edge technologies. In 2010, Levi’s introduced its Curve ID system, which offered shapes based on a women’s shape, not size, and this year Benetton reveals its own contribution to the family of shape-fitting jeans. The Italian clothing brand unveiled the Benetton Pin Up Denim line, in which two techniques were used, one for lifting and the other for shaping a woman’s body.