H&M South Africa is celebrating every curve in its latestCurvy Fit Denim campaign, shot locally and featuring popularSouth African content creators Kamohelo Muso, Paula Beeand Unalo Mzize.

H&M South Africa | Supplied

Curated for comfort and style, H&M’s Curvy Fit denim range is specially designed to offer less gaping at the waist and more room through the hip and thigh – because great jeans should fit you, not the other way around.

From flared and mom jeans to wide leg, jeggings and skinny styles, the Curvy Fit Denim range offers a versatile mix of on-trend fits to suit every shape, mood and occasion.

H&M South Africa | Supplied

Available in sizes EU32 – EU46, Curvy Fit Denim is available at all H&M stores across South Africa and online from Superbalist.

Curvy Fit Denim was developed in response to a need identified among South African customers, who required jeans that fit a diverse range of body shapes. The denim range debuted exclusively in South Africa in 2020, and due to its popularity is now available in many other H&M markets around the world.

H&M South Africa | Supplied