Lee harnesses the power of contouring for the ultimate in flattering fashion

today Sep 19, 2019
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You've heard about contouring for your face, but fashion brand Lee is adapting the technique to flatter your figure.

The US denim label has unveiled ‘Shape Illusions,' a size-inclusive clothing range that uses shading, contouring and strategically-placed seams to elongate and contour the figure. The pieces in the series have been precisely shaded and contoured using patterns created by nano laser technology, for a scientific approach to flattering fits. All garments in the range run in sizes 4 through 24 for bottoms and XS through XXXL for tops.

"For more than 70 years, Lee has been pioneering women's Jeans and apparel to fit and look great," said Betty Madden, VP of global design, Lee, in a statement. "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. We then asked women to wear and test the line. 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."

The brand is the latest to harness technology in search of flattering fits -- earlier this year, the lingerie brand ThirdLove announced the launch of a New York concept store using a digital ‘Fit Finder' for shoppers to select the right bra.

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