Jeanswest takes a stand on sizing

Jeanswest will launch its latest summer collection with a dedicated curves campaign.

The campaign, launching on November 3, will feature the fit model for its Curve Embracer range Jess King.

Jeanswest denim product developer Adrienne Famlonga said the range is designed for women with an hourglass shape.

"Jeanswest is dedicated to supporting a positive body image through all of our ranges, and our first pair of Curve Embracer jeans was delivered in 2008.

"The Curve Embracer collection is a game changer for women, making the ‘perfect pair’ of jeans consistently and easily attainable for curvy silhouettes in a range of sizes."

Engineered to fit a small waist, Curve Embracers aim to eliminate gaping at the waistband and offer shaping throughout the hips.

A minimum of 10 Curve Embracer styles can be found in-store in a mix of ongoing basics and seasonal pieces.

The latest Curve Embracer collection features both fresh and worn looks in cropped styles and ripped and repaired denim.

The core summer colours include white, black and a faded blue wash.

Sold online and in over 230 stores across Australia and New Zealand, women’s fashion styles are available in sizes 6 – 16 and core denim collections in sizes 6 – 20.