Lane Bryant's Denim Designer Shares Customer-First Philosophy

Lane Bryant recently launched their new denim collection — Genius Jeans. Two years in the making, these jeans are designed to address the most common pain points for the plus-size denim customer: fit, comfort and cost.

In this new series, we'll talk to the associates behind Genius Jeans to hear their reflections on what it's like working on a game-changing product that embodies Lane Bryant's customer-centric, solution-based design approach.

Meet Kelsey V., a Denim and Outerwear Designer based in our Home Office in Columbus. Discover how she found her passion for denim design, what makes Lane Byrant denim unique, and why Genius Jeans are, well, genius.

Tell us about the 2026 Find Your Dream Jeans Event.

The 2026 Find Your Dream Jeans Event was designed with two clear objectives: to introduce our new Genius Jean and to help customers discover the best fit for their curves at an exceptional value. We highlighted the Genius Jean alongside our established fits, including New Cloud Knit, Tighter Tummy, 360 Flex Signature, and No-Gap Curvy, ensuring every customer could find her ideal pair.

The event reflected our commitment to delivering curve-loving, fit-obsessed denim priced to perfection, while offering compelling value across the entire denim assortment.

You’re a denim and outerwear designer. How did you discover your passion for design?

I truly discovered my passion for denim while serving as Head of Design for the launch of the UpWest brand beginning in 2019. Although I had worked in denim before that role, the opportunity to build the category through the lens of a new brand during a pandemic was both pivotal and unforgettable.

As a daily wardrobe essential for me, denim became a category where I could merge personal connection with design expertise. I have a deep appreciation for the thoughtful details that make each piece meaningful to the wearer. I began my career in menswear, where meticulous attention to detail and precision in fabrication and fit are paramount, foundations that continue to shape my design approach today. Denim is particularly exciting because it brings together innovation, craftsmanship, and precision. Every element matters, from fabric selection and construction to hardware, washes, and finishing details. When a customer finds a pair of jeans that fits perfectly and becomes a wardrobe essential, it’s incredibly rewarding.

Outerwear offers a similar level of complexity, blending functionality with style to create pieces that serve a purpose while elevating the wearer’s experience. What excites me most is knowing how many intentional decisions go into a single garment.

"Denim is particularly exciting because it brings together innovation, craftsmanship, and precision."

Describe your role at Lane Bryant. What excites you about it?

My role is fast-paced, forward-thinking, and collaborative. I work across the full design lifecycle, from seasonal research and trend analysis to fittings, wash development, and final production details for multiple seasons at a time. I partner closely with cross-functional teams to shape seasonal strategies, refine product direction, and bring new concepts to market.

Some days are analytical and strategic; others are purely creative, with sketching, mood board development, and exploration of new ideas. What excites me most is the team and our shared commitment to designing, developing and delivering product that truly serves our customer. Creating pieces we know she will love and seeing that connection come to life is truly motivating.

What was the design process like for Genius Jeans? What inspired the project?

The design process typically begins 9–12 months in advance, starting with conceptual development and strategic alignment across design, merchandising, sourcing, and technical teams.

Fabric innovation was a key component of the process. We developed a high-stretch, durable denim that offers the comfort of a legging while maintaining the authentic look of traditional denim. From there, we refined fit, washes, hardware, and finishing details through extensive internal and external wear testing.

Ultimately, the Genius Jeans were inspired directly by our customer. We are obsessive about reading her reviews, listening to her feedback, and ensuring that her needs guide every design decision that we make as a team. Designing Genius Jeans was about proving that exceptional fit, comfort, and quality can exist at an incredible value. Thoughtful design should always be accessible.

"Our denim is built around a customer-first philosophy. Every design decision, from fit engineering to fabric innovation, is made with her needs in mind."

What makes Lane Bryant denim unique?

Our denim is built around a customer-first philosophy. Every design decision, from fit engineering to fabric innovation, is made with her needs in mind.

We approach product development through a solution-based lens, ensuring each piece serves a purpose, fits beautifully, and integrates seamlessly into her wardrobe. This commitment to thoughtful design and functional style is what distinguishes our denim.

What is your favorite feature of Genius Jeans?

The fabrication and recovery truly stand out. The denim adapts beautifully to a range of body shapes while maintaining structure and comfort throughout the day.

I also love the versatility of the washes and the familiar leg shapes customers know and trust. The collection brings meaningful innovation to the category while remaining highly wearable for everyday life. Great denim isn’t just about style; it’s about precision, innovation, and truly understanding the customer. When design starts with her needs, the result is confidence she can feel every time she gets dressed.