Brands
Levi’s® signs Diljit Dosanjh, blending denim with global stardom
MUMBAI: If there’s one thing that stands the test of time, it’s denim. And if there’s one artist redefining music, style, and cinema—it’s Diljit Dosanjh. Now, these two icons unite as Levi’s® proudly welcomes Diljit as its newest global brand ambassador, making history as the first Punjabi artist to join the brand’s star-studded creative family.
Fresh from his record-breaking ‘Dil-Luminati Tour’ and a groundbreaking Coachella debut, Diljit steps into this partnership with the same effortless cool he brings to his music and fashion. This collaboration isn’t just about style—it’s about legacy. Like Levi’s®, which has been a symbol of self-expression for over 170 years, Diljit has transcended borders, blending Punjabi beats with international appeal. The result? A partnership as timeless as a pair of classic 501 jeans.
For Diljit, this collaboration is about more than just fashion. “I’ve always admired Levi’s® for the way it blends heritage with modern style,” says the superstar. “Denim is more than just clothing to me—it’s a statement. Partnering with Levi’s® feels like the perfect fit.”
Levi Strauss & Co. MD & SVP, south Asia, middle east, Africa, and non-EU, Amisha Jain echoes this sentiment, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s®. His phenomenal journey aligns with our brand’s spirit of empowering self-expression through music, fashion, and culture. Together, we’re set to create something truly iconic.”
This partnership highlights Levi’s® expanding menswear range, featuring trend-forward new loose and relaxed fits—a natural extension of Diljit’s signature style. Following the massive success of his ‘Dil-Luminati Tour’ merchandise, this collaboration seamlessly merges music, fashion, and cultural impact.
As Levi’s® continues redefining what it means to #LiveInLevis, and Diljit continues shattering records, this is only the beginning. Two global icons, one cultural movement—denim has never looked this good.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
