The wait is finally over: Levi’s® officially launched the 501® Curve in South Africa on 8 August 2025 with actress, style icon, and activist Nomzamo Mbatha returning as the face of Levi’s® Curvy and rocking the new 501® Curve.
To celebrate the launch, Levi’s® hosted an intimate brunch that gave guests a first glimpse of the 501® Curve and created space for conversations around style, fit, and identity. Later that evening, the celebration shifted to the Levi’s® V&A Waterfront store relaunch, where Nomzamo introduced another colourway of the 501® Curve.
Staying true to the legacy of the original, the 501® Curve incorporates a high rise, button fly, and straight leg, but with thoughtful design updates. A more contoured hip-to-waist ratio to eliminate back gaping and extra room in the seat and thigh deliver a comfortable, sculpted fit. Crafted to enhance and flatter, this innovative denim offering ensures that more body types can experience the effortless style of the 501® jean.
“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®. “It’s an exceptional moment in our history.”
For Nomzamo, this moment was personal. She began her journey with Levi’s® as a brand promoter during her university days. Today, as the returning face of the Levi’s® Curvy campaign and an icon in her own right, she’s embodying a full-circle moment by coming home to the brand that saw her from the start.
“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 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.”
Wondering how to style this reimagined iconic fit? Pair the 501 ® Curve with the Shrunken 90s Trucker – a vintage-inspired, cropped take on our classic jacket. Personalize it further with embellishments and customizations, redefining an icon in your own way.
The new 501® Curve is available for purchase in-store nationwide or online.
