Levi’s taps Alia Bhatt to lead next chapter in women’s denim

Levi's has appointed Bollywood actress Alia Bhatt as its global brand ambassador, signalling a new era for the iconic denim brand.

The partnership comes as women’s fashion increasingly embraces relaxed fits, wide legs and looser silhouettes, styles that are moving from seasonal trends to everyday essentials. Levi's, known for defining denim culture, said Bhatt will help bring this evolution to a global audience.

The collaboration will see Bhatt championing Levi's’ range of loose fits, wide-leg styles and reimagined classics, while the brand continues to innovate with new designs without straying from its heritage of timeless denim.

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“Levi's and Bhatt 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," the brand said in a statement. 

Speaking on the partnership in an Instagram post, Bhatt said, "Sometimes the most natural fits turn into the most special journeys. Excited to step into this one with Levi’s as their global brand ambassador."

Levi's has previously worked with global icons such as Beyoncé for the final instalment of its year-long “REIIMAGINE” campaign. Known as "The denim cowboy", the film weaves together three previous chapters, creating a new narrative centred on empowerment and rewriting the rules. It features Levi's icons and hero pieces from the Beyoncé x Levi's denim collection, reinforcing the brand’s leadership in denim lifestyle.

In 2023, Levi's also named South Korean K-pop girl group NewJeans as global brand ambassadors, celebrating its 150th anniversary while targeting a Gen Z audience. The year-long partnership spanned Spring/Summer ‘23 and Autumn/Winter ‘23 and included campaigns, concerts, and appearances.

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