On 8 August 2025, Levi’s® officially introduced the 501® Curve to South Africa, marking a new era in denim with actress, style icon, and activist Nomzamo Mbatha returning as the face of Levi’s® Curvy and rocking the fresh fit.
The launch kicked off with an intimate brunch experience where guests had the first look at the 501® Curve and joined meaningful conversations on style, fit, and identity. Later that evening, the celebration continued at the relaunch of Levi’s® V&A Waterfront store, where Nomzamo unveiled a new colourway of the 501® Curve.
Staying true to the heritage of the original, the 501® Curve retains the high rise, button fly, and straight leg, but introduces thoughtful updates: a more contoured hip-to-waist ratio to eliminate back gaping and extra room in the seat and thigh. The result? A comfortable, sculpted fit designed to flatter and celebrate more body types while carrying forward the effortless style of the iconic 501®.
“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 found the right fit in our other 501® styles,” says Jill Guenza, VP of Women’s Apparel Design at Levi’s®. “It’s an exceptional moment in our history.”
For Nomzamo Mbatha, the launch carried a deeper meaning. Having started her relationship with Levi’s® as a brand promoter during her university years, her return as the face of the 501® Curve campaign represents a full-circle moment.
“What an incredible series of events to officially launch the 501® Curve in South Africa,” says Nomzamo. “Surrounded by some of the coolest, most authentic, and dynamic people—content creators, fashion voices, and influencers—it felt like a true celebration. The 501® Curve makes sense for women who want to embrace and celebrate their curves. To be the face of not only the Curvy range but also the 501® Curve locally is such an honour.”
Looking for styling inspiration? Pair the 501® Curve with the Shrunken 90s Trucker—a vintage-inspired cropped take on the classic Levi’s® jacket. Add personal touches with customizations or embellishments to truly make the look your own.
The new 501® Curve is now available in Levi’s® stores nationwide.