Gucci to L’Oréal: Why luxury Is betting big on Alia Bhatt

Alia Bhatt rose to fame in Bollywood at just 19. She has since starred in several hit Indian films, headlined prestigious magazine covers around the world and boasts high engagement rate with 85 million followers on Instagram. Bhatt has frequently appeared on several global and Indian power lists, including TIME’s 100 Most Influential People. She is a philanthropist and the founder of a successful, sustainable fashion brand.

Alia Bhatt’s global reach

She is the first Indian to become Gucci’s global ambassador. Her association with Gucci started in 2023 and continues till date. She is also a global ambassadors for L’Oréal Paris and Levi’s.

In India, Bhatt is considered one of the most bankable celebrities, a reputation built through long-standing partnerships with leading global brands. Over her 13-year career, she has curated a massive endorsement portfolio of over 40 major names, including Coca-Cola, PepsiCo, Gucci, Levi’s, Samsung, and L’Oréal.

As an actor and an influencer, she enjoys a commanding presence across multiple platforms – mainstream cinema, OTT platforms, and global fashion events.

Alia Bhatt has managed the rise of her personal brand in a disciplined manner, choosing partnerships that reflect her journey from a rising teen star to a sophisticated global icon.

Alia has also demonstrated her acumen as an entrepreneur. Her sustainable, multi-million dollar fashion venture, Ed-a-Mamma, , proved her ability to lead a purpose-driven, profitable enterprise. Reliance Retail Ventures Limited (RRVL) acquired a majority stake in it in 2023.

Alia’s key global brand endorsements & ROI metrics

Luxury fashion : Gucci Global Ambassador (2023- present): Alia Bhatt debuted as Gucci’s first Indian global ambassador at its Cruise 2024 show in Seoul in 2023, generating widespread publicity for the brand in India. Since then, she has represented Gucci at several high-profile events, including Sabato De Sarno’s debut show at Milan Fashion Week.

In her first major ad campaign for Gucci, she was featured as the face of the brand’s Spring/Summer 2024 eyewear collection.

However, the first time Alia demonstrated her real global might as an ambassador for Gucci was at the Cannes film festival in 2025.

Alia made global headlines for wearing Gucci’s first bespoke saree. Her look and presence on the red carpet garnered $12.6 million in Earned Media Value (EMV), making Gucci the top fashion brand at Cannes for a product it does not even make regularly. The Gucci saree was made in a nude shade, featuring the brand’s GG monogram in silver mesh and crystals.

LuxuryVolt Analysis : The mesh design itself was not unique, as similar patterns are common in India. So why did Alia’s Gucci Saree look still gather so much attention? What made this moment distinctive was the context: an Italian luxury brand reimagining a traditional Indian silhouette on a global stage. Because it was worn with effortless confidence by an ambassador who embodies both worlds, this unique crossover generated exceptional media value.

Alia’s winning ROI for Gucci, Schiaparelli, Armani & L’Oréal at Cannes

At the Cannes film festival, Alia gained massive reach in both fashion and beauty categories, collectively attracting $9.5 million in EMV. She was the second most influential celebrity at the Cannes film festival in the fashion category.

She earned $4.2 million in EMV, out-ranking Bella Hadid. Alia wore three different ensembles during the film festival; the Gucci Saree, a custom Schiaparelli, and a chic Armani Prive.

Alia is also a global ambassador for L’Oréal Paris. She earned the second place in the most influential list of celebrities in the beauty category, earning $5.3 million in EMV. L’Oréal’s total EMV at Cannes 2025 was about $53 million. Alia Bhatt individually generated approximately 10% of L’Oréal’s total EMV at Cannes.

The APAC region became the largest social media audience for the Cannes Film Festival in 2025, led by India’s high-profile celebrity presence that included Alia Bhatt.

Met Gala debut: Ranking in top 10

Alia Bhatt featured in the best-dressed lists of several leading global fashion magazines & social-media influencers for her look at the Met Gala in 2024. Alia’s look earned $7.7M in EMV, surpassing Kim Kardashian at $5.7M EMV. She wore a custom Saree made by India’s most successful couturier Sabyasachi Mukherjee.

Alia Bhatt luxury brand endorsements and their impact

Beauty: L’Oréal Paris global ambassador (2024–present):

Alia Bhatt is the second Indian celebrity to become a global ambassador for L’Oréal Paris, The first was veteran actress and former Miss World  – Aishwarya Rai Bachchan. According to the brand, Bhatt was selected to represent its focus on female empowerment and inclusivity.

Alia Bhatt made her runway debut for the French beauty giant at its Le Défilé event during Paris Fashion Week 2024. She walked the runway alongside other global icons like Aishwarya Rai Bachchan, Kendall Jenner, Eva Longoria, and Viola Davis.

Other than her introductory runway walk for L’Oréal, Alia fronted the ‘My Worth, My Choice’ campaign for the brand in India. It focused on empowering women to define their own self-worth against societal constraints. The ad was broadcasted globally across television and social platforms.

L’Oréal has also leveraged Alia’s national stardom for its festive and wedding ad campaigns. The brand launched a special ad campaign around India’s biggest festival season – Diwali – focusing on ‘celebrating sisterhood and inner radiance’. In the ad film, Alia was accompanied by her real life childhood friends.

Before appointing Alia Bhatt as ambassador, L’Oréal had launched several festive beauty campaigns. But for the first time, the brand created a dedicated Diwali campaign with Bhatt as the protagonist, in an attempt to deepen its cultural relevance in India.

India is the fastest growing global market in the beauty category. L’Oréal has been operating in India since 1994 and has a number of Indian celebrities as its local ambassadors.

Luxury hotel: Mandarin Oriental

Mandarin Oriental enrolled Alia Bhatt alongside 50 global celebrities like Morgan Freeman, Michelle Yeoh, and Helen Mirren for its award-winning ‘I’m a Fan’ campaign. The luxury hotel chain built this campaign around its genuine celebrity guests. Mandarin selected Alia despite having no hotels in India. The brand then utilised her endorsement across other major markets.

Jewellery: Malabar Gold and Diamonds, India

Malabar Gold and Diamonds is India’s largest, privately owned jewellery brand. It has a global retail network spanning the UK, Australia, Canada and the Middle-east. Alia Bhatt is its global ambassador and promotes its high-end jewellery lines.

Her debut television commercial for the brand, alongside another Indian superstar Kareena Kapoor Khan, surpassed 100 million views shortly after airing.

At the Cannes Film Festival 2025, Alia wore bespoke natural diamond jewellery by Malabar Gold and Diamonds, to complete her Gucci Saree look.  The look was styled by Rhea Kapoor. The jewellery took over 600 man hours to create. The diamond necklace featured old European-cut solitaire diamonds, set in rustic-finish oxidized gold, inspired by vintage Victorian aesthetics.

Malabar Gold and Diamonds is among the world’s 15 biggest jewellery brands.

Masstige fashion: Levi’s global face (2025- Present)

In September 2025, Alia Bhatt scored her third global endorsement with the iconic American jeans brand Levi’s. Alia has featured in the brand’s regional ad campaigns in the past. Levi’s already has two global brand ambassadors from India; Deepika Padukone, a leading actress. The other is Diljit Dosanjh, a popular Punjabi singer and actor.

Alia leads the India and global ad campaigns for the brand’s Baggy Dad Barrel jeans and also promotes the brand to her massive followers on Instagram. Levi’s is a masstige (mass+prestige) brand in India.

Alia Bhatt has endorsed a string of mass and masstige brands in India. Here’s an in-depth analysis of all her major endorsements and impact.