Lee Jeans and Cushnie et Ochs announce 2018 partnership

Lee Jeans has announced a partnership with ready-to-wear label Cushnie et Ochs for 2018 on its Body Optix line of visually enhanced denim.


Lee

Lee Body Optix uses shading and contouring as well as strategic pocket placement to create the illusion of an enhanced silhouette.

"What contouring makeup does for the face, Lee Body Optix does for a woman's body," said Kim Yates, vice president of marketing, Lee Jeans.

Cushnie et Ochs is a contemporary brand sold at Bergdorf Goodman, Neiman Marcus and Saks Fifth Avenue among others. Cushnie et Ochs founder Michelle Ochs said she and co-founder Carly Cushnie "focus on combining femininity and sensuality with form."

The ready-to-wear label is celebrating its 10th anniversary this year. Ochs called the partnership with Lee a "natural fit" because the Body Optix line embraces the female form.

"Lee Body Optix resulted from the synergies between cognitive science, cutting-edge imaging technologies and advance material research," said Steve Zades, vice president of global transformational innovation, VF Corporation.

Yates added that "Cushnie et Ochs' emphasis on raw feminine power and silhouette" will bring a strong fashion perspective to the existing line of Body Optix.

Lee Body Optix has already launched in Europe and Asia and will launch in the US this summer. The Cushnie et Ochs fashion collection will debut this fall.

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