Jeans that contour your legs? Lee Jeans Body Optix technology makes it possible

Classic American denim brand Lee Jeans is bringing its trademarked Body Optix technology to Europe with a new collection exclusive to Selfridges.

Lee Jeans has been around since 1889 and has built its name on innovative design – if you ever wondered when the first-ever zip fly jeans were made look no further than Lee Jeans’ 1926 101Z. The brand switched its focus from workwear to fashion in 1982 and moved their business to China in 1995 where it has rapidly become one of the region’s most important denim brands.

In 2016 Lee Jeans introduced Body Optix in the Asia Pacific region where it has been a great success. Body Optix was developed by the VF Cognitive and Design Lab and it works through the merger optic science and the behaviour of light. By manipulating optics and light Body Optix offers 360° body enhancement. If you had to read that twice let us simplify it for you: Body Optix is like contouring for your body.

Lee Jeans Body Optix isn’t your run of the mill shaping jeans, this is an exact science. It’s the combination of anatomy shading and the patented laser technology on the denim that highlights certain area of the body to create a flattering look. “Our goal is to give women the tools to create their own captivating looks” Steve Zades, VP Transformational Innovation VF Corporation, says about the new collection that strengthens the wearers natural shape.

For Lee Jeans’ first European Body Optix collection they have chosen Selfridges as their exclusive retailer. “We are absolutely delighted to have Selfridges as our privileged partner” Peter Kats, vice president Lee Jeans EMEA says, “It was important for us to find a retail partner who equals us in commitment to innovation and quality.” The 15-piece womenswear collection consists of several styles of skinnies, a pair of dungarees, denim jackets and a pencil skirt. Poppy Lomax, denim buyer at Selfridges explains it is “the perfect combination of style and comfort, whilst contouring and highlighting the silhouette to ensure that you feel your best.”

Sally Wijers

The new collection is available now at all Selfridges stores and online with prices ranging between £95 and £155.