Innovation in Denims

LEE has launched their latest range of denims for women called ‘BODY OPTIX’. Scientifically designed by vision scientists and Denim designers, BODY OPTIX combines the power of visual science and design to create jeans that flatters, enhances and shapes the Indian body type. The application of geodesic shaping and precise laser anatomy warping gives women perkier backside and strikingly long legs, granting them a more feminine figure that is ideally proportional and attractive. Lee BODY OPTIX™ is a joint accomplishment between vision scientists and denim designers. After extensive scientific tests and consumer research, premium LYCRA BEAUTY® fabrics and authentic design details have been incorporated with exquisite craftsmanship. The collection promises to create holistic body shaping specifically for the Indian female body, with an unprecedented 360° total body shaping and fully flattering fit. LEE Jeans has always been synonymous with innovation in the world fashion scene over a century now. As it’s always been, Lee’s history tells a story of constant progress and innovation. Traditional denim designs are combined with ground-breaking vision science and design to create holistic body shaping specifically for the Indian female body revolutionising the way denims have been envisioned, created and worn in the world! After extensive scientific tests and consumer research, premium LYCRA BEAUTY® fabrics and authentic design details have been incorporated with exquisite craftsmanship. The collection creates holistic body shaping specifically for the Indian female body. Each piece is testament to the heritage and craftsmanship that has exemplified Lee as one of the world’s pioneering denim brands. Pair them with a stylish crop top and a leather jacket and make heads turn.