Lee Jeans said today that it partnered with Cushnie et Ochs, a women’s ready-to-wear brand, to create a collection for “Lee Body Optix,” the company’s latest line. The partnership will be celebrated at the Cushnie et Ochs 10th anniversary runway show today. Products from the collaboration will be presented later this year.
Lee Body Optix was first introduced to Asian and European markets in 2016 and will launch in the U.S. this summer. Based on the notion of vision science, Lee Body Optix integrated its patent pending technology to create denim that flatters the female body, the company said. The partnership was formed on the premise that women should be empowered by the clothes they wear.
And vision science appears to be an effective design concept. The denim is shaded and contoured with patterns through nano laser technology and complemented by carefully placed seams and pocket placement. By implementing design techniques such as geodesic shaping, pocket contouring, statement side seams, anatomy enhancing lines and strategic damage size and placement, the collection aims to give the appearance of higher waistlines, a lifted, shaped rear and slimmed down, lengthened legs. In short, Lee Body Optix aspires to identify and execute “visual cues” that will enhance a woman’s silhouette.
Kim Yates, vice president of marketing at Lee Jeans, said, “What contouring makeup does for the face, Lee Body Optix does for a woman’s body. With Cushnie et Ochs’ emphasis on raw feminine power and silhouette, they are an ideal partner to integrate a new fashion element into this line. We look forward to revealing the results of the collaboration.”
Cushnie et Ochs is a strategic partner for the collection, as the brand delivers sexy, powerful and ultra-feminine designs. Carly Cushnie, designer and cofounder of Cushnie et Ochs, said, “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.” And Michelle Ochs, designer and cofounder of Cushnie et Ochs, said, “Carly and I focus on combining femininity and sensuality with form. We are excited to pair our style sensibility with the unique way that Lee Body Optix enhances a woman’s natural shape.”
“Lee Body Optix resulted from the synergies between cognitive science, cutting-edge imaging technologies and advance material research,” said Steve Zades, vice president of global transformational innovation at VF Corp. “Combining top fashion designers and cognitive scientists together is a new approach to apparel, and a dynamic fresh direction for the industry.”
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