Levi’s® writes denim’s new chapter with Alia Bhatt as its freshest global ambassador

A pair of jeans has evolved over time to be more than just a wardrobe essential—as one of those rare garments that ages like wine, it’s a cultural icon, a style statement, and often, a second skin. From skinny jeans to more relaxed silhouettes, denim has travelled through generations and across continents, never losing its relevance. Leading this story sits Levi’s®, the brand that turned denim into a staple over a century ago, and continues to shape its future. Now, the historic denim house has found the perfect partner in Bollywood star Alia Bhatt, newly announced as its global brand ambassador.

Bhatt’s influence is unmistakable: whether on screen, on the red carpet, or in global fashion conversations. She perfectly encapsulates what Levi’s has always stood for: a balance of authenticity and reinvention. Whether she’s embracing the ease of everyday style or the polish of couture, her fashion language is rooted in timelessness with a modern, chic twist. In many ways, she makes the case for denim as not just a garment but a canvas of identity.

“For me, a pair of jeans is never just a pair of jeans—it’s something you live in and make your own,” Bhatt says. “Our relationship with denim is deeply personal, but in a way, it also connects us all. Across countries and across generations, denim is about celebrating who you really are. 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.”

Her arrival comes at a pivotal time. Women’s fashion has, for some time now, been in the midst of a shift for the better—relaxed fits, wide-leg trousers, and looser silhouettes are the new modern essentials, signalling comfort, ease, and self-expression as the new markers of chic. And Levi’s, long credited with defining what denim means, is both leading and embracing that evolution. With Alia Bhatt at its helm, that shift feels poised to enter the mainstream with style-first credibility.

The pairing feels like the most organic next step. Just as nearly every wardrobe houses a pair of Levi’s, Bhatt is celebrated for making the classics feel vital again. She wears denim as it was always intended: as freedom, as reinvention, as rebellion softened into elegance. With her as the face of this next chapter, Levi’s is not only honouring its legacy but also pushing it forward—forging a future where denim isn’t bound to nostalgia, but firmly rooted in now.

Lead image: Levi's