Levi’s has announced Bollywood actor and fashion icon Alia Bhatt as its new global brand ambassador, marking a collaboration aimed at shaping the future of denim worldwide.
The partnership brings together the legacy denim brand and Bhatt, whose influence spans both film and fashion, to drive a new chapter for the retailer, particularly in women’s fashion, where relaxed fits and looser silhouettes are gaining momentum.
“Levi’s, long known for defining what denim means, is at the forefront of this evolution,” the company said in a statement. “With Alia leading the way, that shift is about to go mainstream.”
Bhatt joins the company as the brand embraces a shift toward more style-driven and trend-forward offerings. The company says it is moving beyond its classic fits to reflect how a new generation wants to dress, citing Bhatt as the ideal figure to represent this transformation.
“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 company said.
Despite these changes, Levi’s emphasized it will continue to deliver what it’s known for: timeless denim “made for now.”
Levi’s products are sold in more than 110 countries, and its parent company, Levi Strauss & Co., reported 2023 net revenues of $6.2 billion.
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