Levi’s reworks its women's denim offering by launching its 'Lot 700' line. The new women's series includes six styles: super skinny, skinny, high-rise skinny, slim, straight and bootcut. It is strongly related to the brand’s history and inspired by the very first women’s jeans that were designed by Levi’s in 1934 as the so-called 'Lot 701' which was popularized by famous wearers such as Marilyn Monroe.

With the new line a new number series for women is going to be launched, all around 700. All styles feature a new Levi’s Advanced-Stretch denim innovation: its special shape retention shall obtain the fit, no matter how much the wearer moves around in it.

As part of its increased female focus, Levi's has also hired singer and actress Alicia Keys as the face of their new global women's campaign 'Live in Levi's' for winter 2015. Keys will also be the voice behind “28,000 Days”, the exclusive new song that will become the campaign’s soundtrack.

“Alicia Keys represents the Levi’s brand’s spirit perfectly,” commented Jen Sey, chief marketing officer at Levi’s. “She can truly interpret this brand and inspire all women of the world.”