This September, legacy denim label Levi’s® announced a major milestone: Alia Bhatt, one of India’s most celebrated cinematic style icons, is now the brand’s Global Brand Ambassador. This partnership combines the timeless cool of Levi’s with Alia’s youthful global reach, creating the perfect catalyst for the next chapter as denim evolves for a new generation.
“Alia Bhatt’s influence transcends film and fashion; she shapes conversations,” said Hiren Gor, Managing Director, South Asia-Middle East and Africa, Levi Strauss & Co. “As we grow our women’s portfolio and lead the shift towards expressive, style, and comfort-first fits, Bhatt brings cultural credibility and style authority. Together, we’re reinforcing Levi’s as one of the most relevant denim brands.”
Women’s Fashion at a Turning Point
Industry watchers echo the sentiment. Vogue India calls this the moment that relaxed fits and wider silhouettes move from seasonal trends to everyday essentials, and Levi’s is spearheading this transformation with Bollywood actor Alia Bhatt as their new brand ambassador.
A Shared Vision: Beyond Classic, Toward Trend-Forward
Both Alia Bhatt and Levi’s® seek to reflect how a new global community wants to dress—contemporary, expressive, and inclusive. Alia Bhatt’s zestful spirit perfectly embodies this ethos. For me, a pair of denims is never just that; it’s something you live in and make your own. Denim is about celebrating who you really are. Levi’s has always been at the heart of this global movement, and I’m thrilled to now be a part of it as their brand ambassador.
This vision will drive the evolution of Levi’s® women’s collections, seeing reinventions of classics alongside trend-driven cuts—loose fits, wide-legs, and silhouettes built for movement, ease, and individuality.
From Campaigns to Catwalk: Alia Ushers In the “Baggy Is Back” Movement
Levi’s® chose Alia Bhatt and fellow star Diljit Dosanjh to front its latest Baggy is Back campaign. From the XL Straight to the high-loved ‘94 Baggy and the fashion-forward Baggy Dad Barrel, these pieces bridge nostalgic cuts and Y2K styling with a distinctly modern, comfort-first mentality.
Fashion analysts describe these launches as a cultural reset, reflecting a shift toward self-expression that values ease over restriction, confidence over conformity. The aim? To make baggy and relaxed fits not just a passing trend, but a movement championing creativity, boldness, and real personal freedom.
Why Alia Bhatt Matters: A True Global Ambassador
Alia Bhatt, with a following that extends far beyond Bollywood, now represents Levi’s® across 110+ countries. Known as a changemaker in sustainability (Dear Earth, Ed-a-Mamma) and as the first Indian global ambassador for brands like Gucci and L’Oréal Paris, Bhatt is uniquely positioned to resonate with Gen Z and millennial audiences—especially women seeking brands that reflect diversity, comfort, and cultural connection
Industry and Social Media Buzz
Reddit and Instagram users praised the move for modernizing Levi’s® global image. Alia’s global influence + relatability makes her the perfect face to connect with both Gen Z and millennial consumers. A smart blend of star power and real style. Times of India noted Bhatt has replaced Deepika Padukone as the face of Levi’s®, signalling a fresh chapter in how women wear denim. This marks an evolution from simply selling jeans to shaping a movement behind how the world wears denim—loose, expressive, and effortless.
The Future of Levi’s®: Style-First, Comfort-Driven
Levi’s will continue to innovate with new fits and styles, while staying true to what it has always stood for—timeless denim, made for now.
In the coming months, expect to see:
- Capsule collections spotlighting relaxed, baggy, and wide-leg styles.
- Campaigns led by Alia on sustainability, comfort, and style accessibility.
- Fresh collaborations, store launches, and digital content centering on diverse, real voices in global fashion.
As new fits, faces, and voices redefine denim’s future, this partnership appears poised to make personal style and comfort-first fashion the very core of the world’s most iconic jeans.
