I was browsing through The Mail online this morning and spotted this article claiming that Levi's are to eradicate muffin tops for ever! Hooray.
Hands up if you're sick of jeans that give you a flat arse, that gape at the back cause you had to buy a size up on the waist to get jeans to fit your bum and thighs, that give you the old favouite - muffin top?
I'm actually waving my hands around at this stage and getting funny looks in the office.
Levi's got up of their proverbial bum and went out and talked to tens of thousands of women about what they are looking for in a pair of denims. They scanned a lot of posteriors and came up with jeans with different 'curves' - bold, demi and slight - depending on how much junk you got in your trunk.