Levi’s Curve ID is a revolutionary fitting system based on body shape, not size and was created as a result of studying more than 60,000 body scans from women around the world.
The pop up brand experience, created by iD Experiential’s in-house production team, is part of an integrated campaign featuring outdoor, experiential and social media faced by Pixie Geldoff, Miss Nine and Lykke Li. Teams of iD brand ambassadors will encourage female consumers to have their curves measured in a Levi’s pop up lounge before going in to the Levi’s store to be fitted in their perfect pair of Levi’s. A photographer in the store will take photos of consumers and upload them to facebook as part of a competition to win a £1000 Levi’s shopping spree.
The activity, which will drive trial and purchase at Levi’s stores will visit; Birmingham High Street, Brent Cross, Westfield, Bluewater, Canary Wharf and Carnaby Street.