For more than 150 years, Levi’s has been part of how people express themselves. From music and fashion to art and everyday life, the brand has remained a canvas for individuality, evolving alongside people and culture. The latest campaign builds on that legacy with the idea that there is no single version of who a person is. Experiences, surroundings and lasting moments continually shape individuals, while personal style can evolve alongside them.
The campaign is led by a new brand film inspired by the concept of a mixtape, bringing together different sounds, memories and influences to tell the story behind an original. Following Alia Bhatt through a subway corridor, a bustling street corner and a neighborhood pub, the film captures different moods, moments and expressions of personal style.
At the centre of the campaign is the versatility of Levi’s and the freedom to make every look personal. A range of fits, silhouettes and pieces can be styled together in different ways, demonstrating how one wardrobe can move across different moods, moments and versions of an individual. The campaign positions originality not as having one signature look, but as having the freedom to express oneself in many ways.
“Originality has never been about fitting into one version of yourself, and Behind Every Original has always celebrated the mindset that shapes individuality,” said Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co. “With Many Ways, One Original, we wanted to celebrate the many influences and expressions that come together to shape who we are. Alia embodies that spirit effortlessly, and through this chapter, we are also bringing to life the versatility of Levi’s from different fits to complete looks that give people the freedom to style, experiment and express every version of themselves.”
Speaking about the campaign, Alia Bhatt said, “We’re all made up of so many facets, shaped by our varied experiences, the things we love, the people we meet and the places we discover along the way. In a way, it’s a bit like a mixtape, every song adding something different to who we are and who we become. I love that this campaign celebrates all those different sides of us and the many ways they come together to make us who we are. There’s no one way to express yourself. You can play with different fits, pieces and looks to create something that feels personal, lived-in and uniquely yours.”
With Behind Every Original: Chapter Two, Levi’s is highlighting the many ways personal style can take shape. The latest collection is designed to provide versatility across fits, silhouettes and styling, making it easier to create looks that feel true to the individual, regardless of the mood or moment.
The latest Levi’s collections are available across stores nationwide and online at www.levi.in. The campaign film is available at www.instagram.com.
The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become one of the most recognizable garments of clothing in the world, capturing the imagination and loyalty of people for generations. Today, the Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Its range of leading denim and accessories is available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s brand, its products and stores, visit levi.in.
Levi Strauss & Co. (LS&Co.) is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s, Levi Strauss Signature, and Beyond Yoga brands. Its products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,300 retail stores and shop-in-shops. Levi Strauss & Co.’s reported 2025 net revenues were USD 6.3 billion.
For more information, go to www.levistrauss.com, and for financial news and announcements go to www.investors.levistrauss.com.
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