Alia Bhatt becomes Levi's new global brand ambassador ushering in a new era of style

Levi’s, the globally renowned denim pioneer, has officially announced British-Indian actress Alia Bhatt as its new global brand ambassador. This strategic partnership signals a forward-looking direction for the brand, leveraging Bhatt’s international appeal to redefine its image and cater to contemporary fashion sensibilities worldwide.

In this significant role, Bhatt will collaborate with Levi's to highlight key trends in women's fashion, specifically showcasing the brand's expanding range of relaxed fits, wide legs, and looser silhouettes. This move is a direct response to the evolving preferences within women's apparel, moving beyond traditional snug designs. Levi's underscored this strategic shift in a statement, noting, “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.”

The brand views Bhatt as the perfect embodiment of this new chapter for its women's portfolio. “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,” the statement added, emphasizing her role in spearheading this transition. Bhatt herself expressed her excitement about the collaboration, sharing on Instagram, “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.”

Bhatt’s appointment as Levi’s global ambassador adds another prestigious name to her impressive portfolio of international brand endorsements. She has previously partnered with the French cosmetics powerhouse L’Oreal Paris and the illustrious Italian luxury brand Gucci. Her inclusion in the Levi's ambassador lineup follows earlier announcements this year, which saw Indian music artist and actor Diljit Dosanjh, as well as acclaimed actress-producer Deepika Padukone, also join the brand's roster, indicating a comprehensive strategy by Levi’s to connect with a diverse and influential set of personalities.