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Meet the three lovely new faces to represent Levi's Curve ID range. Pixie Geldof, Miss Nine and Lykke Li are the brand's latest recruits for the revolutionary jeans collection. Following their biggest global 'fit' research of 60,000 women, Levi's identified three distinct body shapes (Slight, Demi, and Bold Curve) and created three styles of jeans in response.

As the face of the 'Demi Curve' line, which celebrates and enhances curves, Pixie says: "You can now get a jean that actually fits you properly. I normally wear high waisted jeans, as jeans that fit my hips don't fit other parts of my body."

Pixie and her band, Violet, performed for the first time in public last night at the launch of the range at London's Studio Valbonne. Also in attendance was Florence Welch and Alexa Chung.