Alia Bhatt has added another international label to her growing list of global partnerships. After fronting campaigns for Gucci and L’Oréal Paris, the actor has now been appointed as the Global Brand Ambassador for Levi’s, one of the world’s most recognisable denim brands.
The announcement marks Levi’s latest push to strengthen its women’s portfolio, aligning with shifting consumer preferences that favour relaxed fits, wider legs and comfort-led silhouettes. Industry insiders say the move is part of the company’s broader strategy to stay relevant with younger audiences and expand its reach among women shoppers in key markets.
“For me, a pair of jeans is never just a pair of jeans – it is something you live in and make your own,” Bhatt said in a statement. “Denim has always been about self-expression, and Levi’s has been central to that journey across generations. I am excited to represent a brand that connects so many people globally.”
Levi’s, which has a strong presence across India and is focusing on South Asia, Middle East and Africa as high-growth regions, said Bhatt’s influence extends beyond films and red carpets. “Alia shapes conversations,” said Hiren Gor, Managing Director for South Asia-Middle East and Africa at Levi Strauss & Co. “As we expand our women’s range and lead the shift towards style-led, comfort-first fits, she brings both cultural credibility and fashion authority.”
The partnership puts Bhatt alongside global names like Beyoncé, who also represents Levi’s, and follows the brand’s recent collaborations with Diljit Dosanjh and Deepika Padukone. With this appointment, Bhatt continues her rise as one of India’s most prominent global fashion voices, bridging Bollywood’s star power with the world’s biggest luxury and lifestyle brands.
