Marks and Spencer launch body shape denim

Marks and Spencer's new style focusses on unique body shape rather than the standard body size.

The wait for the perfect pair of denims may finally be over as Marks and Spencer have launched a new style for women which focuses on unique body shape rather than the standard body size most clothes are sold in.

Using revolutionary body scan measurements of over 10,000 UK women,designers at the store have created the range which they claim will flatter the majority of womens body shapes.

The three styles have celebrity inspired names Eva,Lana and Marilyn built specifically with pear,apple and hourglass figures in mind.

Research conducted for M and S found that 42 percent of women wear jeans at least five times a week and most women have between four and five pairs of jeans in their wardrobe they wear regularly.

Despite them being our favourite wardrobe item most women surveyed feel that it is difficult to find a pair of jeans they feel 100 percent comfortable in.

Each Body Shape Denim style is determined by the variations in waist to hip ratio.

Measuring your waist at the narrowest point and your hips at the widest,the style that will compliment your figure most will be determined by subtracting your waist measurement from your hip.

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As the most worn items of clothing in the world,it is important that denim jeans offer our customer the most comfortable and flattering fit possible, the Daily Mail quoted Karl Knight,Head of Innovation and Quality,as saying.

In order to achieve this we have been working with internationally renowned body scanning technology to ensure that the measurements of our Body Shape Denim styles are designed to flatter all shapes and sizes, Knight added.

The three styles of Body Shape Denim for M and S Woman,which will be launched on 5th September 2012 in a straight leg,indigo wash in sizes 8-22,are priced at 25 pounds with 3 leg length options; short,medium and long for optimum comfort and fit.