"For me, a pair of jeans is never just a pair of jeans."
The Levi’s brand has announced Alia Bhatt as its new Global Brand Ambassador, uniting two cultural powerhouses to shape the next chapter of denim worldwide.
This partnership comes at a pivotal moment in women’s fashion, as relaxed fits, wide legs and looser silhouettes shift from fleeting trends to everyday wardrobe staples.
Levi’s, long synonymous with defining denim’s cultural relevance, is leading this evolution, and Alia’s global influence ensures the transition resonates with a wider audience.
Sharing her excitement, Alia 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.”
Levi’s and Alia are aligned in their vision to reflect how a new generation wants to dress, moving beyond classic fits into trend-forward, style-first territory.
Whether experimenting with reinvented classics or embracing wide-leg silhouettes, the brand’s evolving women’s portfolio aims to capture this new energy.
“Alia Bhatt’s influence transcends film 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 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.”
As the collaboration unfolds, Levi’s will continue to innovate with new fits and styles while remaining true to its timeless roots in denim.
Alia’s role as an ambassador also underscores her unique position as a multi-dimensional global star.
With acclaimed performances in films such as Raazi, Gully Boy, Gangubai Kathiawadi, and Darlings, Alia has cemented herself as one of the most defining actors of her generation.
Her reach extends beyond cinema, serving as the face of Gucci and L’Oréal, while driving ventures like Eternal Sunshine Productions and her sustainable clothing label Ed-a-Mamma.
Her approach to authenticity and self-expression makes her an ideal fit for Levi’s.
In a recent interview with Grazia India, Alia spoke candidly about rejecting perfection.
“I’m not going to try to project something that I’m not.
“There’s a responsibility as a public personality, but sometimes in the flow, you say things which is okay.
“One of the things I said in my speech for the Time 100 Impact Award was that I was winning an award, but I wanted to celebrate my flaws because I think there is too much pressure to be unflawed today.”
For Alia, imperfection is a strength rooted in self-awareness.
She explained: “I don’t have all my ducks lined in a row, and I don’t have all the right answers, I don’t have a lot of what you call behavioural finesse, but I’m okay with that.
“That’s who I am. If I’m pretending to be anything other than that, it’s not who I am.”
Alia’s appointment marks a bold new era for Levi’s, as the brand continues to champion denim not only as clothing but as a global symbol of individuality and expression.
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