Slim shady ?

Wondered if 'slim' jeans can really make you look thinner? The surprising answer is YES!

Of course if you're shaped like Tun-tun they won't transform you into Priyanka Chopra. But, if you're a normal human being with a few extra bulges here and there, the L591 fit will do some streamlining. And hence make you look - and feel - slimmer.

'Slim jeans' is a return to the skin-tight jeans of the early to mid 90s. The kind Urmila wore in Rangeela. The wheel turns full circle after a decade of anti-fits and flares. Though of course, those who like those styles can continue wearing them.

Kya Kool Hain Hum?
Levi's is not THE brand for young people in developed markets because they don't really want to be seen in the same jeans worn by their parents. In the 50s and 60s it was rebellious for middle class America to wear a garment associated with blue collar workers. Now it's cool to be seen in rap and hip hop clothing worn by blacks.

However in India, it's still cool to own a Levi's. Of course they had an early I-want-that-brand advantage but additionally it's strived really hard to create and maintain a trendsetter image in the youth fashion market.

Not all the trends Levi's has attempted to spark off actually caught fire. But a few did. Like cargoes. Then Levi's moved on to engineered jeans (did not take off), low rise (major hit ) and now slim-fit (looks like a winner).

Somewhere in between they also had detachables and reversibles - interesting but with more of novelty than lasting value.

The trouble with being a trend setter is you have to cash in on your trend really quick, before every other jeans manufacturer starts offering it at reduced prices, and you have to keep inventing new trends. Or, ressurect old ones but make them look like something new and hip.

Incidentally, the choice of Bipasha as the 'slim jeans' model is a master stroke. The once well endowed (some would say chubby!) star just lost 10 kgs (through diet and exercise). The ad every-so-subtly suggests you'll do the same. Just by wearing those jeans...