Beyoncé is now the star of Levi’s Jeans’ latest global campaign. Today, the “Cowboy Carter” singer joined the legacy jeans company to launch the first part of the “Reiimagine” campaign, an initiative combining Beyoncé’s influence as a visionary and the legacy of Levi’s brand.
“The Levi’s® brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture,” said Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co., in a press release. “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
Just as Beyoncé’s “Cowboy Carter” album redefined Americana, the first series of her Levi’s brand collaboration reimagines some of the denim company’s most iconic advertisements. Inspired by the brand’s classic look and films, “Chapter 1” is a modern iteration of Levi’s 1985 campaign, “Launderette.”
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“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honored to work with Levi’s® to create quintessential American iconography,” Beyoncé added. “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.”
Similar to the 1980s version of the campaign, Beyoncé is seen walking into a laundromat and stripping down to wash her pair of Levi’s 501 jeans as her song “Levii’s Jeans” featuring Post Malone plays…
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