the campaign celebrates individuality and explores the different influences
Levi’s has unveiled the second chapter of its ‘Behind Every Original’ campaign, with Bollywood actress Alia Bhatt returning as the face of the latest instalment.
Titled ‘Many Ways, One Original’, the campaign celebrates individuality and explores the different influences, experiences and perspectives that shape personal identity.
Alia continues her partnership with Levi’s as its Global Brand Ambassador, appearing in a new campaign film that explores different sides of her personality.
The film takes viewers through a series of urban settings, including a subway corridor, a busy street corner and a neighbourhood pub.
Inspired by the idea of a mixtape, the campaign brings together different sounds, memories and influences to represent the experiences that shape who people become.
Alia wears a selection of Levi’s pieces throughout the film, showcasing different fits and silhouettes that can be styled according to different moods.
The campaign focuses on the idea that there is no single way to express yourself through fashion.
Instead, it encourages people to embrace different aspects of their personality and use clothing as a way of reflecting their individuality.
Hiren Gor, Managing Director of South Asia, Middle East and Africa at Levi Strauss & Co., said the campaign celebrates the different influences that come together to shape people.
He also highlighted Alia’s ability to represent the spirit of individuality that sits at the heart of the campaign.
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Alia shared her own perspective on the campaign, comparing personal identity to a mixtape where every song contributes something different to the overall experience.
She explained that people are shaped by their experiences, interests, relationships, and the places they encounter throughout their lives.
The actress also highlighted the freedom to experiment with different fashion choices rather than following one specific formula.
The campaign showcases how Levi’s denim can be styled across different looks, allowing people to create outfits that reflect their individual personalities.
‘Many Ways, One Original’ builds on Levi’s wider focus on individuality and self-expression, while continuing the story introduced through the first chapter of ‘Behind Every Original’.
The campaign also reflects the changing relationship between fashion and identity, particularly as younger audiences increasingly use clothing to communicate their personalities.
For Alia, the campaign offers another opportunity to combine her connection with fashion and popular culture while presenting different sides of her personal style.
‘Many Ways, One Original’ ultimately celebrates the idea that while everyone has their own influences and individual style, those differences are what make each person an original.
