Mumbai – Levi’s® has appointed Alia Bhatt as its new Global Brand Ambassador, marking a major push to strengthen the brand’s presence in women’s denim and lifestyle categories. The move aligns a heritage name in denim with one of India’s most influential cultural figures, reinforcing Levi’s® shift toward style-led, comfort-first fits across key markets.
The partnership comes at a time when women’s fashion is embracing a fundamental shift. Relaxed fits, wide legs, and looser silhouettes are no longer seasonal trends but wardrobe staples. Levi’s®, long synonymous with defining denim culture, is positioning itself at the forefront of this evolution, with Alia leading the charge.
“For me, a pair of jeans is never just a pair of jeans – it’s something you live in and make your own,” Alia said. “Our relationship with denim is so personal, but it also connects us all. Across countries and generations, denim is about celebrating who you are. Levi’s® has always been at the heart of this global movement, and I’m thrilled to now be part of it.”
The collaboration will see Alia front campaigns across digital and retail channels, reflecting everyday versatility and trend-forward dressing. The strategy emphasizes refreshed classics, wide-leg silhouettes, and fit innovation to match changing consumer preferences.
Hiren Gor, MD, South Asia-Middle East and Africa, Levi Strauss & Co., said:
“Alia Bhatt’s influence transcends film and fashion—she shapes conversations. As we grow our women’s portfolio and lead the shift towards expressive, style-led, comfort-first fits, Alia brings cultural credibility and style authority. Together, we’re reinforcing Levi’s® as the most relevant and desirable denim brand.”
Looking ahead, Levi’s® plans to sustain momentum with new silhouettes and reengineered classics, balancing timeless denim heritage with contemporary style relevance. The brand sees Alia Bhatt as a catalyst for driving demand across retail partners, omnichannel storytelling, and global consumer engagement.
