Levi’s has announced that Alia Bhatt joins as its new Global Brand Ambassador. This partnership brings together Levi’s, the name that defines denim, and Bhatt, whose impact and influence in film and fashion resonates worldwide, to shape the next chapter in denim’s global story.
She takes on the role at a time when women’s fashion is moving toward relaxed fits, wide legs, and looser silhouettes that are no longer just seasonal trends but becoming everyday essentials. Levi’s, long known for defining denim, is positioned at the forefront of this shift. With Bhatt leading the way, the change is expected to reach a wider audience.
Levi’s and Bhatt are aligned in reflecting how a new generation wants to dress, aiming to evolve the brand beyond classic fits into style-first, trend-forward relevance. Whether it’s loose fits, wide leg, or reinvented classics, Levi’s women’s portfolio is expanding, with Bhatt positioned as a catalyst for this new phase.
The company said it will continue to innovate with new fits and styles while staying true to its focus on timeless denim.
Alia Bhatt said,“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.”
Hiren Gor, Managing Director, 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.”
