Denim major Levi’s® today launched its 2026 global campaign, ‘Behind Every Original’ in India, starring global brand ambassador Alia Bhatt.
For over 150 years, Levi’s® has been worn by those who move culture forward. From music and sport to fashion and art, Levi’s®jeans have become a constant in moments of change, worn by those pursuing progress and shaping what comes next.
Behind Every Original builds on that legacy. The global campaign celebrates the mindset behind originality — curiosity, conviction and the courage to see the world differently. It spotlights the instinct and intention that drive progress. The spotlight is on Alia Bhatt — an actor and cultural force whose journey reflects reinvention, self-belief and individuality. Her evolution mirrors a generation that values authenticity over perfection, making her the embodiment of the Levi’s® global narrative.
“I’ve always been a curious mind, wanting to know the why behind the what,” she shares, while adding, “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.”
Off screen, Alia’s personal style reflects that same ease and self-expression. She gravitates toward relaxed denim, effortless tees and silhouettes that feel lived in. This season, Levi’s® builds on the continued momentum of relaxed fits with the Cinch Waist Jean, designed with an adjustable back detail that creates a customizable, waist-defining shape through a wide-leg silhouette. The brand also introduces the Loose Boot — a modern, laid-back interpretation of the classic bootcut, cut with a relaxed fit through the hip and thigh and a subtle flare that balances structure with ease.
“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,” said Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co.
With Behind Every Original, Levi’s® reaffirms what it has always stood for. Denim is more than what you wear. It becomes part of your story.
Levi’s® women’s fits are available across stores nationwide and online at www.levi.in.
