Partnership marks a new era for Levi’s® women’s portfolio with relaxed fits, wide legs, and trend-forward denim styles
National, September 5, 2025: Levi’s®, the iconic global denim brand, has announced Alia Bhatt as its new Global Brand Ambassador, marking a powerful collaboration that unites two cultural forces—one that defines denim and one that shapes global conversations in film and fashion.
Alia joins Levi’s® at a pivotal moment as women’s fashion undergoes a major shift toward relaxed fits, wide legs, and looser silhouettes—a movement Levi’s® is leading worldwide. Her influence and relatability make her the ideal voice to take this evolution mainstream.
Speaking about her new role, Alia Bhatt said:
> “For me, a pair of jeans is never just a pair of jeans—it’s something you live in and make your own. Denim connects people across countries and generations. 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.”
Hiren Gor, Managing Director, South Asia-Middle East and Africa, Levi Strauss & Co., added:
> “Alia Bhatt’s influence transcends film and fashion—she shapes culture. As we grow our women’s portfolio and lead the shift towards expressive, comfort-first fits, Alia brings the cultural credibility and style authority to reinforce Levi’s® as the world’s most relevant and desirable denim brand.”
With this partnership, Levi’s® aims to further expand its women’s portfolio, evolving beyond classics into style-first, trend-forward relevance, while staying true to its timeless heritage. The brand will continue innovating new fits and designs to celebrate individuality and self-expression across generations.
About Levi’s®:
Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in denim, known for its iconic jeans and pioneering spirit. Through constant innovation, Levi’s® continues to shape the future of fashion while staying rooted in authenticity and timeless style.
Announcement Video Link: