The world’s renowned clothing brand Levi’s has announced a strategic partnership with Deepika Padukone – an internationally acclaimed actor and global fashion and youth icon. Deepika will now spearhead the new campaign focused on an all new range of fashion fits of Levi’s.
The new range of Levi’s this year will be about statement-making shapes like high-rises, on-trend loose fits and the runway returning wide-leg bottoms.
Not just trendy designs, the range will also feature the Waterless Technology of Levi’s that saves up to 96 per cent of water used in the finishing process with more than 20 different manufacturing techniques that have so far saved more than 3 billion litres of water and recycled another 5 billion.
This range will also see the introduction of Tencel which is a highly sustainable and extremely soft fabric made from recycled wood pulp and wood from sustainably managed eucalyptus and spruce forests.
Commenting on the collaboration, Deepika Padukone averred, “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.”
Sanjeev Mohanty, Managing Director (South Asia & MENA), Levi’s, said, “We are absolutely thrilled as 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.”