The Levi’s® brand has introduced its 2026 global campaign, “Behind Every Original,” in India, featuring Global Brand Ambassador Alia Bhatt. The campaign celebrates individuality, creativity, and the mindset that drives originality, highlighting the spirit of those who challenge norms and shape cultural change.
For more than 150 years, Levi’s® has remained closely connected with cultural movements across music, sport, fashion, and art. The brand’s denim has consistently been worn by individuals who influence culture and inspire progress, making it a symbol of authenticity and self-expression.
Celebrating the Spirit of Originality
The “Behind Every Original” campaign builds on Levi’s® heritage by exploring the mindset behind originality — curiosity, conviction, and the courage to view the world differently. The campaign focuses on the personal journey and voice of Alia Bhatt, whose evolution in cinema and culture reflects themes of reinvention, individuality, and self-belief.
Her journey resonates with a new generation that values authenticity over perfection, aligning closely with the brand’s narrative of self-expression.
Speaking about originality, Alia Bhatt shared:
“I’ve always been a curious mind, wanting to know the why behind the what. For me, it was never about checking every box or doing what was expected. I’d rather be myself than anyone I’m told to be. You don’t wait for permission to shake things up, you make your own rules. Being original is messy, imperfect and completely your own.”
Denim Styles Reflecting Effortless Expression
Off-screen, Alia Bhatt’s personal style reflects a relaxed and effortless approach to fashion. She often gravitates toward casual denim, comfortable tees, and silhouettes that feel natural and lived-in.
For the season, Levi’s® introduces new relaxed denim fits designed for comfort and versatility.
Cinch Waist Jean
A modern silhouette featuring an adjustable back detail that allows a customised, waist-defining fit combined with a wide-leg design.
Loose Boot
A contemporary interpretation of the classic bootcut jean, designed with a relaxed fit through the hip and thigh and finished with a subtle flare that balances structure with ease.
These styles continue the brand’s focus on relaxed fits and expressive silhouettes, reflecting how modern consumers prefer to dress.
Strengthening Levi’s Women’s Denim Category
Commenting on the campaign, Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co., said:
“For over 150 years, Levi’s® has been worn by those who move culture forward, and Behind Every Original reinforces our commitment to staying at the center of that momentum. Alia Bhatt represents a new generation of originals — confident, self-defined and unapologetically authentic — making her a powerful voice for women shaping culture today. As we accelerate our focus on women’s denim in India, we’re building on our leadership in the category with relaxed, expressive silhouettes that reflect how women want to live and dress now. This campaign is about more than style — it’s about championing individuality while strengthening Levi’s® position as the definitive denim lifestyle brand for a new era.”
Campaign Message
With “Behind Every Original,” Levi’s® reinforces its long-standing belief that denim is more than just clothing. It becomes a part of personal identity, representing stories of creativity, individuality, and cultural influence.
Levi’s® women’s denim fits are available at stores across India and online at www.levi.in.
