J Brand jeans launches line for curvy women

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Hollywood cult favorite denim line -- J Brand -- thinks that size matters. Especially, when it comes to profits. The company announced that it will now smartly offer a fit for curvier gals with its Blue Label. Co-founder Susie Crippen tells WGSN.com , ‘We created Blue Label with a more generous cut around the leg, as well as a contoured waistband to hug the body’s natural curves.’ Right now, on the J Brand website, the biggest size is a 32. (The average waist size for an American women is 36.5.)

The J Brand Blue Label will offer three styles: The Scarlett with a low-rise fit in a cigarette or boot cut, The Catherine in a mid-rise fit with a cigarette or boot cut, and The Monroe in a mid-rise that fits looser in the hips and thighs. Jeans hit Bloomingdale’s exclusively in July and later roll out to other store. Expect to pay a full figure price too: $158 to $178.

photo: J Brand.