Levi’s has launched a new campaign called ‘For Now, For A Lifetime,’ starring Indian actress Deepika Padukone. In the campaign, she is seen wearing a modern denim outfit—a dark denim shirt paired with lighter high-loose jeans, giving a fresh and contemporary look to denim fashion.

Levi’s has introduced a wide range of relaxed and loose fits for both men and women, including over-dyed and colored jeans, cargo pants, chic chinos, varsity jackets, sweatshirts, stylish blouses for women, and bold statement shirts for men.

While the classic blue jeans remain a key part of the collection, the brand has also added a versatile all-season trucker jacket and a variety of graphic tees to the new lineup. All these new styles are now available for purchase in stores and online.

Amisha Jain, Senior Vice President and Managing Director for South Asia, Middle East, Africa, and non-EU markets at Levi Strauss & Co., mentioned that the ‘For Now, For A Lifetime’ campaign represents the essence of living in Levi’s and how Levi’s products become an integral part of consumers’ lives.

She emphasized that the campaign, featuring Deepika Padukone, celebrates authentic moments when people can be true to themselves, reflecting Levi’s dedication to creating products that enable this authenticity.