Levi’s Names Alia Bhatt as Global Brand Ambassador to Drive Style-First Evolution

Global denim giant Levi’s has announced Bollywood actor Alia Bhatt as its new global brand ambassador, marking a major step in the brand’s efforts to align with the evolving fashion sensibilities of a younger, style-conscious audience.

The partnership aims to signal a shift in Levi’s identity—from classic, heritage-driven fits to more trend-forward, expressive styles that reflect how the new generation wants to dress. With relaxed fits, wide-leg jeans, and looser silhouettes becoming wardrobe staples, Levi’s sees Bhatt as the perfect cultural force to champion this transformation.

“Relaxed fits, wide legs and looser silhouettes are becoming essential every day. And Levi’s is at the forefront of this evolution,” the company said in a statement. “With Bhatt leading the way, that shift is about to go mainstream.”

Bhatt, one of India’s most influential actors and fashion icons, shared her excitement about joining the Levi’s family: “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 denim is deeply personal, yet it connects us all. Across countries and generations, denim is about celebrating who you really are. Levi’s has always been at the heart of that global movement, and I’m thrilled to be part of it.”

This collaboration reflects Levi’s broader focus on expanding its women’s portfolio while staying rooted in comfort and authenticity. As consumers increasingly prioritize self-expression and versatility in fashion, the brand is tapping into Bhatt’s cross-cultural appeal to build deeper relevance, particularly among Gen Z and millennial shoppers.

“Alia Bhatt’s influence transcends film and fashion — she shapes conversations,” said Hiren Gor, Managing Director for South Asia-Middle East and Africa at 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.”

This isn’t Bhatt’s first association with Levi’s. The actor previously featured in campaigns for the brand in India, but her appointment as a global ambassador now solidifies her role in shaping its worldwide image.

The partnership marks a new chapter for Levi’s — one that blends legacy with fresh, fashion-forward energy.