The timeless Levi’s® 501® has been reimagined for a new generation. On 8 August 2025, Levi’s® officially launched the 501® Curve in South Africa, with actress, activist, and style icon Nomzamo Mbatha returning as the face of the Levi’s® Curvy range.

The launch kicked off with an intimate brunch where select guests got the first look at the new denim fit, sparking conversations around style, body identity, and inclusivity. Later that evening, the celebration continued with the relaunch of the Levi’s® V&A Waterfront store, where Nomzamo introduced a fresh colourway of the 501® Curve.

A Classic Reimagined

The 501® Curve preserves the legendary details of the original—high rise, button fly, and straight leg—while introducing design updates tailored for curvier figures. With a contoured hip-to-waist ratio, extra room in the seat and thigh, and a fit that eliminates back gaping, the 501® Curve delivers a comfortable yet sculpted look.

“We went through many variations and wear-tests to land on this shape, and we feel that it’s a truly authentic 501® jean imbued with Levi’s® DNA, but for a curvy body that might not have been able to find the right fit with our other 501® fits,” .

says Jill Guenza, VP of Women’s Apparel Design at Levi’s®

Nomzamo’s Full-Circle Moment

For Nomzamo Mbatha, being the face of the 501® Curve is more than a campaign—it’s personal. Having started her journey with Levi’s® as a promoter during her university days, she has now come full circle to represent a range designed to celebrate women’s curves.

“What an incredible series of events to officially launch the 501® Curve in South Africa. Surrounded by some of the coolest, most authentic and dynamic people—content creators, fashion voices, and influencers in South Africa—it felt like a true celebration. The 501® Curve makes sense for our women who want to celebrate their curves. To be the face of not only the Curvy range but also the 501® Curve locally is a huge honour.”

she says

Styling the 501® Curve

Wondering how to wear this reimagined denim icon? Pair the 501® Curve with the Shrunken 90s Trucker, a cropped, vintage-inspired take on the classic Levi’s® jacket. Personalize it with embellishments and custom touches to make the look your own.

The Levi’s® 501® Curve is now available for purchase in-store nationwide and online, inviting every woman to embrace a fit that flatters and celebrates curves.