Global denim icon Levi’s has announced Alia Bhatt as its new Global Brand Ambassador, marking a major milestone in the brand’s journey to redefine women’s fashion. This partnership comes at a time when relaxed fits, wide-leg jeans, and looser silhouettes are no longer passing trends-they’re becoming everyday essentials.
Alia Bhatt: The Face of Style-First Denim
Alia’s appointment reflects Levi’s commitment to evolving from classic fits to a more style-led, trend-forward denim brand. As fashion preferences shift toward comfort and expression, Levi’s aims to stay ahead of the curve-and Alia, known for her effortless fashion sense and cultural influence, is seen as the ideal partner to usher in this new era.
“For me, a pair of jeans is never just a pair of jeans-it’s something you live in and make your own,” said Alia Bhatt.
“Our relationship with denim is deeply personal, yet universally relatable. Across generations and geographies, denim is a celebration of individuality. Levi’s has always championed that spirit, and I’m incredibly excited to join them as their global brand ambassador.”
A Shared Vision: Style, Comfort & Cultural Relevance
At the heart of this collaboration is a shared vision: to reflect how the new generation wants to dress-comfortable, expressive, and stylish. From reinvented classics to loose fits and wide-leg silhouettes, Levi’s women’s portfolio is undergoing a bold transformation. With Alia Bhatt as the face of this shift, the brand is set to redefine everyday fashion for women globally.
“Alia Bhatt’s influence goes beyond films 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 toward expressive, comfort-first fits, Alia brings unmatched cultural relevance and style authority. Together, we’re reaffirming Levi’s as the most desirable and relevant denim brand of our time.”
Timeless Denim, Made for Now
While Levi’s continues to innovate with new fits and fresh silhouettes, the brand remains grounded in its timeless ethos-denim that’s authentic, inclusive, and made for today’s world. With Alia Bhatt now leading its global narrative, Levi’s is not just following trends-it’s setting them.
