News
We’re still in Beyoncé’s cowboy era, now expressed in a new campaign with Levi’s® called “REIIMAGINE.”
After a week of Instagram posts and billboards hinting at this powerhouse collaboration between the Houston superstar and the iconic denim brand, the first chapter of the campaign finally unfurls.
Following the release of her beloved track “LEVII’S JEANS” from the acclaimed album “COWBOY CARTER,” this collaboration comes full circle to meld fashion and music.
The campaign’s debut film, which hit the internet today, draws direct inspiration from Levi’s® legendary 1985 “Launderette” ad — a cultural moment that reignited “I Heard It Through the Grapevine” on the charts. In this modern retelling, Beyoncé takes center stage, striding confidently into a laundromat clad in head-to-toe Levi’s®, accessorised with a quintessential denim cowboy hat — an emblem of her Cowboy era. She pours a box of diamonds into the washing machine and casually strips down to white Levi’s® undergarments, sitting stylishly as she awaits her laundry.
Serving as the soundtrack to the ad is — you guessed it — “LEVII’S JEANS,” a song Beyoncé herself describes as capturing the essence of Americana. “My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” she says.
Beyoncé adds, “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.”
This advertisement is just the opening act in a series of imaginative chapters, each one reinterpreting Levi’s® most iconic campaigns through the transformative storytelling of Melina Matsoukas, an Emmy Award-winning filmmaker and a long-time collaborator of Queen B. The Levi’s® brand enlisted photographer Mason Poole to capture timeless campaign imagery, further enriching Levi’s® storied gallery of iconic photographs, from Marlon Brando to Marilyn Monroe — and now Beyoncé. This visionary campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
