Indian actress Deepika Padukone stars in a new campaign for Levi’s India called “For Now, For a Lifetime.”
The campaign centers around a film that shows Padukone sneaking away from set, hopping into an auto-rickshaw and disappearing into the night. Her impromptu joyride is the thread that ties together the experiences and emotions of different characters.
The “Cocktail” actress wears two Levi’s looks in the minute-long film—a light-wash button-down shirt and matching jeans, and a dark-wash button-down shirt and high-loose jeans. Other characters wear Levi’s Trucker jackets, customized 501 jeans and a bandana-print shirt.
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The campaign showcases Levi’s expanded range of relaxed and baggy fits for men and women, as well as overdyed and colored jeans, cargo pants and chinos. The fall collection also includes varsity jackets, sweatshirts and blouses.
The campaign with Padukone follows one with NewJeans, one of the denim giant’s newest brand ambassadors. In September, Levi’s launched a series of films with the South Korean K-pop girl group to celebrate the 150th anniversary of the 501 jean.
Created with Haus Tailors and other Levi’s artist partners, the campaign features one-of-a-kind takes on classic 501 fits to demonstrate the creative potential of the 501 jeans as a canvas for authentic self-expression. In the film, NewJeans asks viewers, “how will you wear yours?”
Separate campaign films feature NewJeans wearing key items in Levi’s Fall 2023 collection like the Ribcage wide-leg jeans, Low Loose jeans and Ankle Column skirts.
“It’s been so rewarding to partner with a brand that has both an incredible past and looks towards the future. This campaign encourages people to discover and express their unique style by showing the different ways you can wear Levi’s 501 jeans and really make them your own,” NewJeans stated in a release.
