Levi’s has launched a new global campaign titled “REIMAGINE,” featuring Beyoncé.
This campaign is inspired by Beyoncé’s innovative approach to art, culture, and storytelling. Directed by Melina Matsoukas, who has worked on many of Beyoncé’s music videos, including “Formation,” the campaign brings some of Levi’s iconic ads into a modern context.
The first video, released on Monday, September 30, is set in a laundromat, inspired by the brand’s famous 1985 ad “Launderette.” In the bold scene, Beyoncé removes her jeans and tosses them into the laundry. The soundtrack for the video features the track “Levii’s Jeans” from her 8th album COWBOY CARTER.
A statement from Beyoncé has also been released as part of the campaign:
My song LEVII’S JEANS shines a light on what I believe to be the ultimate Americana uniform—something we all wear with pride. I am honored to collaborate with Levi’s to create an icon that represents the essence of America. Denim-on-denim looks have often been viewed through a male lens, so this campaign is significant to me as it celebrates and reinvents that look from an iconic female perspective. I am excited to explore innovative ways to empower women and honor their strength, while aligning our visions.
Additionally, in August, Levi’s launched its first-ever “Band Tee Collection.” Following the release of the Oasis collection, the brand is now selling collaboration T-shirts with the legendary Manchester rock bands Joy Division and New Order, starting Friday, October 4.