Levi's Revives Baggy Denim with Alia Bhatt & Diljit Dosanjh

Levi’s has kicked off its “Easy in Levi’s” campaign, putting the spotlight on baggy denim with Bollywood stars Alia Bhatt and Diljit Dosanjh as global brand ambassadors.

Set to the classic tune O Humdum Soniyo Re from Saathiya, the campaign celebrates comfy, loose-fitting jeans that let people express their unique style, signaling a big moment for denim fashion. Baggy jeans have come again and it is not only a trend but a vibe. Levi is rolling with this change with new casual wear, relaxed and personality-infused.

The face of the women collection is Alia Bhatt making her debut to Levi. She wears the Baggy Dad Barrel, a retro spin on an old-school baggy low-rise, easy-fitting style and XL Straight, a 90s homage with a smooth, nostalgic fit.

The lead of the men is taken by Diljit Dosanjh, who is bold and liberal in his style. He is featuring the 578 Baggy, the relaxed fit with cool layered details, and the Extra Baggy, the streetwear-inspired silhouette with an oversize appeal. These glances express an impression of freeing and inventive that resonates with the current generation who highly value uniqueness over conformity.

• Levi’s India Launches “Easy in Levi’s” Campaign with Alia Bhatt and Diljit Dosanjh
• Baggy Denim Returns: Levi’s Taps Alia Bhatt and Diljit Dosanjh as Global Ambassadors
• Levi’s Revives 90s-Inspired Baggy Jeans Trend for a New Generation

“Denim is more than clothing; it’s a statement,” said Dosanjh, echoing Levi’s ethos. Bhatt added, “A pair of jeans is something you live in and make your own. Levi’s connects us all through self-expression.” The campaign features fun, relatable videos of Diljit in everyday moments and Alia owning her effortless style, showing how denim fits into real life.

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Levi’s, a denim icon since 1873, keeps reinventing itself while staying true to its roots.  “Alia and Diljit embody the progressive spirit of Levi’s,” said Amisha Jain, Managing Director and SVP for South Asia, Middle East, and Africa at Levi Strauss & Co. With these two stars leading the way, Levi’s is making baggy denim the go-to choice for comfort and confidence.