Levi’s has announced Alia Bhatt as its new global brand ambassador, signaling a bold new era for denim. Bollywood superstar arrives at a pivotal time when women’s fashion is experiencing a dramatic shift toward relaxed fits, wide legs, and looser silhouettes that are becoming everyday essentials.
A Perfect Match for Modern Fashion
The timing of this collaboration could not be more strategic. As women worldwide embrace comfort-first fashion choices, Levi’s is leading this evolution, and Bhatt serves as the ideal catalyst for this transformation. The partnership brings together two global forces: Levi’s, the brand that has defined denim for more than 150 years, and Alia Bhatt, whose influence in film and fashion is felt worldwide.
Levi’s highlights, “Levi’s® and Alia are united by a shared vision – to reflect how a new generation wants to dress, and to evolve the brand beyond classic fits to style-first, trend-forward relevance. Whether it’s loose fits, wide leg, or reinvented classics, Levi’s® women’s portfolio is evolving, and Alia is the perfect catalyst for this next chapter.” This collaboration shows Levi’s commitment to embracing modern preferences while honoring its long-standing heritage of quality and authenticity.
Beyond Classic Fits: A Style Revolution
The partnership emphasizes Levi’s expanding women’s portfolio, which now includes loose fits, wide legs, and reimagined classics. This shift fits perfectly with current trends, where relaxed fits and looser silhouettes are no longer just seasonal, they are now essentials. The brand’s changes reveal how women want to dress, prioritizing comfort along with style.
Fashion forecasters note that loose, flowing silhouettes will lead denim trends in 2025 as shoppers move away from high-rise, fitted styles. Levi’s is bringing in fresh styles like floor-length skirts, barrel-leg jeans, and bootcut shapes that blend vintage roots with modern appeal.
Alia Bhatt: A Global Icon
Bhatt’s appointment goes beyond a celebrity endorsement. Named one of Time Magazine’s 100 Most Influential People of 2024, she brings real cultural influence to the partnership. Her work with luxury brands, including L’Oréal Paris and Gucci, shows her global appeal.
Alia Bhatt points out: “For me, a pair of jeans is never just a pair of jeans – it’s something you live in and make your own. Our relationship with our denims is so personal, but in a way, it also connects us all. Across countries and across generations, 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.”
Her brand value is consistently ranked among the highest for Indian celebrities, and with more than 85 million Instagram followers, her reach is extraordinary.
Strategic Brand Evolution
The announcement continues Levi’s approach to working with globally diverse talent. Earlier in 2025, the brand welcomed Diljit Dosanjh as its first Punjabi global brand ambassador. These collaborations allow Levi’s to connect with even broader audiences.
Hiren Gor, Managing Director for South Asia-Middle East and Africa at Levi Strauss & Co., explains: “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.”
The Future of Denim
Levi’s commitment to innovation extends well beyond celebrity partnerships. The brand keeps debuting new fits and styles while staying true to its core principles of timeless denim. With a global retail presence spanning thousands of stores across more than 100 countries and generating billions in annual revenue, Levi’s demonstrates its resilience and adaptability.
The partnership with Alia Bhatt opens a new chapter in denim, blending comfort and style, honoring tradition while championing fresh ideas. As the world of women’s fashion shifts toward more relaxed and expressive styles, Alia Bhatt and Levi’s are at the forefront, leading the way into fashion’s future.
