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.
Thank you for reading this post, don't forget to subscribe!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 helps eliminate back gaping and provides extra room in the seat and thigh, delivering 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. Personalise it further with embellishments and customisations, redefining an icon in your own unique way.
The new 501 Curve is available for purchase in-store nationwide or online.
