Marks and Spencer is launching the new ‘Body Shape Denim for M&S Woman’ range next month, which essentially helps women find the perfect pair of jeans by focusing on shape as opposed to size.

Using revolutionary body scan measurements of more than 10,000 UK women, designers at M&S have created three custom fits that will flatter the majority of women’s body shapes,” reads a press release.

“This unique fit system focuses on proportion and shape rather than a standardised sizing process to achieve your perfect fit jean.”

Sounds pretty good, doesn’t it? Three styles of jeans have been made, with each one aimed at different body types. The ‘Eva’ jean is designed for pear shapes, the ‘Marilyn’ is rather aptly for those with an hourglass figure, and finally the ‘Lana’ is for ladies with an apple shape.

The three styles officially launch on September 5th, come in sizes 8-22, and cost just £25. And to celebrate the new additions to the Marks and Spencer family, a scanner will be touring the UK to help you in your quest for the perfect pair of jeans. Now that’s what we call dedication to denim!

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