I think that's known as the "belly" of the lapel. The roll in on your jacket is to the second button. In either case, I would think it's a function of the stiffness and stitching of the canvas used in the lapel. I'm not sure why the belly is not as pronounced as those I've seen in pictures. Although, I've never really seen as dramatic a lapel belly in person as I have in photos. Maybe it's similar to the pinning that always occurs on jackets on mannequins. dan If I may nitpick, "belly" refers to the shape of the edge of the lapel between the top button and the gorge. A lapel that curves outward is said to have belly.