Mumbai: Levi’s® has announced Bollywood star Alia Bhatt as its new Global Brand Ambassador, marking a significant step in the evolution of women’s denim. The collaboration unites Levi’s®, a brand synonymous with denim, with Alia Bhatt, whose influence in film and fashion resonates globally, to usher in a new era of style, fit, and fashion.
Alia Bhatt shared, “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.”
The partnership comes at a time when women’s fashion is seeing a shift towards relaxed fits, wide-leg silhouettes, and looser styles, which are increasingly becoming everyday essentials rather than seasonal trends. Levi’s® continues to innovate its women’s portfolio, moving beyond classic fits to style-first, trend-forward designs, with Alia Bhatt positioned as the catalyst for this transformation.
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.”
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