Beyoncé teams up with Levi to recreate some of the brands most iconic advertisments starting with the 80’s classic “the Laudromat”
Levi’s have announced a new campaign with global icon Beyoncé. Following the release of “LEVII’S JEANS” — a beloved track from“COWBOY CARTER,” the critically acclaimed album exploring and redefining Americana — Beyoncé steps into the role of protagonist in “REIIMAGINE,” a campaign inspired by the legacy of the Levi’s® brand and the forward-thinking vision of one of the most influential figures of modern culture, reaffirming the brand’s enduring place at the center of culture.
Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s brand’s most iconic advertisements, bringing them into the modern era through the transformative vision of celebrated filmmaker Melina Matsoukas. The first film — inspired by “Launderette,” the 1985 ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts — places Beyoncé center stage and celebrates the Levi’s brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
In the new Beyoncé’s version, the singer can be seem entering a laundromat, donning a denim cowboy hat, a white T-shirt and a pair of the brand’s denim jeans while her hit song with Post Malone, “Levii’s Jeans,” plays in the background. Strutting toward the machine Beyonce begins to strip removing her hat, jeans and belt tossing them into the machine along with a bucketload of what look like diamonds. Beyonce standing in he white briefs and t-shirt then casually walks to the bench and begins reading her newspaper oblivious to everyone staring at her.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
The fully integrated campaign — which will include television, out-of-home, digital, social media, print, brand activations and exclusive products — kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come.
The first film was brought to life through the lens of Marcell Rév, an Emmy Award-winning cinematographer. Outside of the immersive visual world of the film, the Levi’s brand worked with photographer Mason Poole, who captured a collection of timeless campaign imagery, adding to the canon of incredible photography of icons in Levi’s jeans, from Marlon Brando to Marilyn Monroe — and now Beyoncé. The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
To see the latest content from the global campaign and to stay up to date on the campaign, visit levi.com and follow @levis on Instagram and TikTok.
