Distressed, ripped, studded, embroidered - jeans these days come with all kinds of embellishments.

But now, Calvin Klein Jeans is going back to basics with its new Body jeans.

For starters, the new line features just one design each for men and women.

The brand also wants it to be the one pair of jeans you cannot live without.

'Now is not the time for embellishments,' says Kevin Carrigan, 44, creative director of ck Calvin Klein and Calvin Klein Jeans. He was in Singapore in July to attend the press presentation of ck Calvin Klein's fall 2009 collection.

'People are editing and not buying on a whim. Instead, they are looking at their buys in terms of versatility.'

Hence the straight cut for men and skinny cut for women, which he considers the most 'basic' and 'classic' designs for jeans.

'The colours are simple - they come in three dark washes - and the jeans are multi-functional. You can wear them to work, out at night and on weekends.'

Basic, however, is the last word you would use to describe the technology that has gone into the making of these jeans, which took a year to perfect.

The skinny jeans, for instance, have an elastic band sewn into the back seam of the waistband to ensure that the back does not gape open when you sit down.

Also, the waistband is 'pitched'. That means that it is higher at the back and lower at the front, for a 'slightly sexier profile', says Carrigan.

The back yoke of the jeans (the Y-shaped portion just above the bum) are stitched upwards for a butt-lifting effect.

Even the legs are cut such that the front will graze the top of the foot if you are wearing flats and the back will fall over the heel when you are in stilettoes.

The men's version, too, comes with form-enhancing features - namely, a layered front zipper to give the package extra oomph.

FOR ALL SHAPES AND SIZES

The denim fabric used consists of a tight and compact weave for greater durability, says Carrigan, and contains 2per cent lycra for added stretchiness in order to mould and cling to the booty.

The jeans are priced from $289 to $389.

For the moment, Carrigan says there are no plans to add any new cuts to the Body range as he wants to focus on perfecting this one cut.

However, the brand will launch them in different washes every season.

Expect to see them in jet black at the end of this year during the holiday season and in pale washes and white denim for spring/summer 2010.

These jeans, he stresses, are for men and women of all shapes and sizes, whether they are a size 0 or a size 10.

He has tested the jeans on four models of varying body shapes - from one with an athletic boyish figure to one with ample curves.

To drive home the point, voluptuous actress Eva Mendes was chosen to front the ad campaign for the Body jeans, along with two-time Calvin Klein Jeans model, Jamie Dornan.

Mendes is also the current face of the Calvin Klein Underwear campaign.

'She is curvy, with a Latina physique,' explains Carrigan.

'She is not your typical runway model but a real woman wearing jeans.'

This article was first published in Urban, The Straits Times.