Levi's Revel. Photos provided to China Daily

Levi Strauss announced the launch of Levi's Revel at an event held on Aug 6 in Shanghai where the company introduced its perfect fitting jeans to female consumers in the Asia-Pacific region.

Levi's Revel offers patent-pending shaping technology, the highest-quality denim fabric and innovative design details, all of which give an engineered fit to help women look and feel their best everyday.

Roy Bagattini, President of the Asia-Pacific region at Singapore-based LS.

"Presently, our strategy includes expanding female consumer markets in the Asia-Pacific region. We believe there is significant potential in this sector especially in the greater China markets. Levi's Revel is a new collection which builds on our successful Levi's Curve ID Collection. Our women's design team is especially proud of the revolutionary jeans technology of Levi's Revel," said Roy Bagattini, Levi Strauss's Asia-Pacific president.

"China is a strategic and key consumer market worldwide. We always strive to connect our brand to our consumers with iconic products; and Levi's Revel brings both product innovation and an exciting experience to our Chinese consumers," said Bagattini.

Roy Bagattini was appointed in June 2013 as President of the Asia-Pacific region at Singapore-based LS. He leads the company's regional operations covering Asia, Middle East and Africa.