These jeans are scientifically proven to make your bum look better

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  • And the results are pretty impressive...

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    Thanks to the Kardashian clan and countless YouTube videos, we all know the secret to good cheekbones, even if yours are slightly nonexistent is contouring. So imagine taking the same principles but this time applying them to denim. Well, this is exactly what Lee Jeans have done with the development of their Body Optix collection and the results are pretty impressive.

    Developed by the VF Cognitive and Design Lab, the range uses the science of optics plus the behaviour of light to create 360° body enhancement. Remember those optical illusions you did as teasers at school such as spotting a white triangle in a series of drawn black ones? Well, the brand has taken the same principles and merged them with fashion.

    “Through understanding how our eyes work and how our brain makes sense of what we see, we’re able to design our denim to enhance natural body shape so that you look and feel great,” explains the brand. So anatomy shading is used to both contour and slim key areas of the body. Seams and embroidery are strategically placed specifically to add length while thanks to a specially created algorithm the brand went through 27,000 pocket placement options to decide where they sit best to add lift and shape to your bum.

    Featuring 15 pieces alongside skinny and high-waisted jeans, there is also a pencil skirt, dungarees, a pinafore style dress and denim jacket available in three separate washes.

    Prices start from £95 and you can shop the full collection both at Selfridges and Lee Jeans stores as well as online here.

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