For generations, Levi’s® jeans have stood as a symbol of self-expression, authenticity and cultural relevance. Worn by legends, rockstars, popstars, icons and everyday people, the Levi’s® 501® continue to keep up with the times. Now, with the launch of the 501® Curve, Levi’s® has taken their most iconic fit and made it even more inclusive, ushering in a new era of denim for a more diverse range of body shapes.
Officially launched in South Africa on 8 August 2025, the 501® Curve is crafted with a more contoured hip-to-waist ratio to eliminate waist gaping—(an issue many of us know all too well, right?)—the new fit offers extra room in the seat and thigh without compromising on the original high rise, button fly, or straight-leg legacy design. It’s everything you adore about a 501®, but with an evolved design.
As Jill Guenza, VP of Women’s Apparel Design at Levi’s explains “It’s a truly authentic 501 jean imbued with Levi’s DNA, but for a curvy body that might not have been able to find the right fit with our other 501 fits.”.
The South African debut of the 501® Curve was a celebration of identity, representation, and personal style. The brand hosted an intimate brunch where fashion voices, influencers, and creators gathered for a first look at the Curve. The day culminated in a high-energy evening event at the Levi’s® V&A Waterfront store, where the space was relaunched in style and our very own local icon, actor and activist Nomzamo Mbatha introduced an exclusive colourway of the silhouette.
All imagery courtesy of Levi’s
For Nomzamo, she reflected that the campaign is “personal”. From her university days as a Levi’s promoter to becoming the official ambassador for the Curvy range, her journey is a full-circle moment of empowerment and visibility. “The 501 Curve makes sense for our women who want to celebrate their curves,” says Mbatha. “To be the face of not only the Curvy range but also the 501 Curve locally is a huge honour.”
Levi’s has long been a staple for global culture and celebrating iconic women; we’re so happy to see our local star, Nomzamo, lead this campaign as one of their proud ambassadors alongside a list of extraordinary women that the global brand has partnered with in the past; from Queen Bey to Bollywood superstar Deepika Padukone, to Jane Birkin. We speak on behalf of many women when we say Levi’s are made to represent our individual creativity, style, comfort and of course, curves.
Now, with Nomzamo fronting the movement on home turf, the brand’s message is clear: denim belongs to every woman and every icon. As South African women increasingly demand fashion that fits them, the 501® Curve comes at the best time.
The Levi’s® 501® Curve is now available in-store and online nationwide.
All imagery courtesy of Levi’s
About the Levi’s® brand:
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.
Learn more about Levi’s® brand, its products and stores via their website https://www.levi.co.za/
Follow Nomzamo Mbatha on Instagram here
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