Baggy is back, according to Levi’s India’s latest campaign featuring global brand ambassadors Alia Bhatt and Diljit Dosanjh.
The “Easy in Levi’s” campaign showcases the ease and effortlessness of baggy and loose fits.
Styles highlighted in the campaign include the women’s Baggy Dad Barrel, a fresh take on a cult favorite with its sculpted curved outseam, and slouchy fite. Also featured is the XL Straight, a clean, ’90s-inspired silhouette that feels both nostalgic and current.
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These two fits join the brand’s much loved ’94 Baggy and High Loose that lean into the loose and relaxed trend with a flattering silhouette.
For men, Levi’s promotes the 578 Baggy, a fit with relaxed proportions and stacked legs, and the Extra Baggy, an exaggerated silhouette inspired by streetwear.
“Baggy is no longer just a trend; it’s a shift in how people want to wear their denim,” the brand states. “This season, baggy is about redefining comfort, confidence and personal style on one’s own terms.”
“Easy in Levi’s” is Bhatt’s first campaign with Levi’s. The British actress of Indian descent has become one of India’s highest-paid actresses.
Levi’s kicked off its partnership with Dosanhg in March, making him the first Punjabi artist to join the Levi’s ambassador community. The brand nabbed the DJ hot on the heels of his Coachella debut last year and his record-breaking Dil-Luminati Tour, India’s fastest-selling and highest-grossing concert tour in history.
The regional campaign follows the launch of Levi’s global Icons campaign featuring five-time Grammy Award nominee country-pop artist Shaboozey, and chef, restaurateur and television star Matty Matheson.
