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Levi's names Deepika Padukone as global brand ambassador

The move highlights the brand’s increasing focus on the women’s category

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NEW DELHI: Levi’s has signed on actor Deepika Padukone as the international face of the legacy brand with the objective to attract a new generation of women consumers. The star will be seen spearheading the new campaign focused on an all-new range of fashion fits from Levi's as its global brand ambassador.

Levi's MD - south Asia & MENA Sanjeev Mohanty said, "We are absolutely thrilled, Deepika’s personality shines through a balance of being bold, authentic, true and uncompromising that perfectly fits with our brand values. She is not only a style icon but also an inspiration to the youth and women globally. With her on-board, we are confident of strengthening the brand further especially when we are strongly focusing on leading the women’s category.” 

Padukone added, “Authenticity, originality and honesty are values that the brand has been built on and are values I identify with the most. For those unaware, I have always been a jeans and t-shirt kind of girl. The right pair of jeans not only make me feel comfortable but also confident. I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands-Levi’s.”

For Levi’s, this year will be about statement-making shapes like high-rises, on-trend loose fits, and the runway returning wide-leg bottoms. Fans of Levi’s will now have more reasons to buy with its new for the moment range of fashion fits with its new high loose range of fits, while it’s bootcut and mile-high fits are favourites among consumers.

"Featuring our water<less technology that saves up to 96 per cent of the water used in the finishing process with more than 20 different manufacturing techniques that have so far saved more than three billion litres of water and recycled another five billion. This range will also see the introduction of Tencel, a highly sustainable and extremely soft fabric made from recycled wood pulp and wood from sustainably managed eucalyptus and spruce forests. The new range of Levi’s women’s fits is sure to make a style statement with sustainability at the forefront," the brand shared in a press statement. 

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