Fortune India Exclusive: India is shaping global culture, says Gucci brand ambassador Alia Bhatt

On Indian celebrities as global brand ambassador:

Whether it’s in films, music, fashion or entertainment, talent from India is no longer limited to the Indian market. We’re seeing more and more representation on international platforms, connecting with a much wider audience. And luxury brands are seeing that shift. We’re also a young, digital-first generation, which makes us extremely relevant to global brands. We’re not just consumers anymore—we’re creators, trendsetters, and storytellers. And the fact that luxury brands are recognizing this and bringing in Indian talent shows how much India’s influence is growing, not just in terms of market demand but in shaping global culture.

On her association with Gucci:

It just felt so organic right from the beginning. I’ve always been a fan of the fashion house because they have this amazing way of blending tradition with modernity. So, when the opportunity to collaborate came up, it just felt right. Everything clicked—the vision, creative energy, all of it. To be chosen as Gucci’s first global face from India is really such a huge honour for me, and I’m excited to be a part of their journey.

On her role as Gucci’s brand ambassador:

As Gucci’s global ambassador, my role is about more than just representing a brand—it’s also about celebrating where I come from while embracing the spirit of the brand. I’ll always remember the moment I wore Gucci’s first-ever take on a sari at the Cannes Film Festival this year—it was such a powerful moment of bridging cultures. Whether it’s attending their Cruise shows or being a part of their campaigns, every moment of this journey has been nothing short of extraordinary.

On accepting brand proposals:

For me, it’s really about the connection I feel with a brand. I am a storyteller at heart so what really excites me is when a brand has an authentic story to share. It doesn’t matter if it’s a global brand or a home-grown one—what matters is if I can relate to what they stand for. I also think about the long-term relationship. I want to see us grow together, evolve together. When you build something over time, that’s when it really becomes meaningful.

On her shopping—whether it is heritage, style quotient, or the price-value equation:

It’s really a balance of all three. Brand heritage matters because I love knowing the story behind a piece and the people who have made it. It gives context and depth to that piece and makes it even more special. Style quotient is non-negotiable because I want pieces that align with my own sense of style. And the price-value equation is important because at the end of the day, it’s important to find something that’s worth the investment, in terms of cost, quality and how it makes me feel when I wear it.

On her new global association with Levi’s:

I’m so happy to be a part of the Levi’s global family. Levi’s has always been a part of my wardrobe, and it feels amazing to now represent a brand that I’ve worn for years. The brand is all about being yourself and feeling confident, and that’s something I truly connect with.

On what luxury means to her:

When it comes to luxury, I really believe it’s more about the feeling and the story behind the piece. One of my favourite things about luxury is when it’s custom-made—there’s something so special about wearing or owning a piece that’s been designed with you in mind. I also love pieces that never go out of style like a beautifully crafted handbag. These are the pieces that never lose their value because they are classic and timeless. And of course, fragrances. There’s something so personal and intimate about it, and that’s what makes it so luxurious.

On her views on Indians’ connection with luxury:

Luxury for us has always been more than just owning something expensive. It’s about connection. It’s about the history, the craft, and the story that each piece carries. Culturally, we’ve always valued storytelling—whether it’s through our textiles, jewellery, or cinema. That’s why luxury for us is never just about the logo. Even the way we appreciate luxury is different. It’s not just about buying something today; it’s about investing in something that can be passed down from generation to generation. And that mindset is why luxury brands are starting to look at India differently. They see us not just as consumers, but as influencers who are not just following trends, but also creating them.