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Lee Body Optix is Expanding to the US

Denim is starting to take cues from the beauty industry.

Lee Jeans announced Friday that it’s launching Lee Body Optix in the U.S. this summer. The line of contouring denim successfully launched in Asia and Europe last year.

Lee Body Optix marries vision science with exclusive patent-pending technology to create denim that visually flatters the female shape.

“What contouring makeup does for the face, Lee Body Optix does for a woman’s body,” said Kim Yates, Lee Jeans vice president of marketing.

Each denim piece is shaded and contoured using patterns created by nano laser technology, while construction is enhanced with strategic seams and pocket placement.

Steve Zades, VF Corp. vice president of global transformational innovation, said the collection is the result from “synergies between cognitive science, cutting-edge imaging technologies and advance material research.”

Zades added, “Combining top fashion designers and cognitive scientists together is a new approach to apparel, and a dynamic fresh direction for the industry.”

For Fall ’18, Lee Jeans is partnering with New York-based ready-to-wear label Cushnie et Ochs for a special collection of Lee Body Optix denim.

The collaboration was celebrated Friday at the Cushnie et Ochs 10th anniversary runway show at New York Fashion Week.

“We are thrilled to partner with Lee for our 10th anniversary year,” said Carly Cushnie, Cushnie et Ochs designer and co-founder. “Cushnie et Ochs is designed by women, for women, and the Lee Body Optix collection is made specifically to celebrate the female form. It is a natural fit.”