The Levi’s® brand today unveiled a groundbreaking new campaign featuring global icon Beyoncé. This follows the celebrated release of “LEVII’S JEANS,” a standout track from the critically acclaimed album “COWBOY CARTER,” which redefines Americana. Beyoncé steps into a leading role in “REIMAGINE,” a campaign that honours the legacy of Levi’s® and embraces the forward-thinking vision of one of the modern culture’s most influential figures. This campaign reaffirms Levi’s® enduring presence at the heart of cultural expression.
Drawing from Beyoncé’s innovative artistic approach, “REIMAGINE” revitalizes classic Levi’s® looks and legendary advertisements. The campaign unfolds in a series of short films, reinterpreting some of the brand’s most iconic ads through the transformative lens of celebrated filmmaker Melina Matsoukas. The debut film echoes “Launderette,” the 1985 commercial that reignited “I Heard It Through the Grapevine” on the Billboard charts. This reimagined version places Beyoncé at the centre, celebrating Levi’s® heritage as a symbol of self-expression embraced by changemakers and icons alike.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “I am honoured 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 honouring their strength.”
“The Levi’s® brand has and always will be the unofficial uniform for those pushing forward in the quest for better. A key aspect of that is consistently breaking and rebuilding the codes of culture,” said Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co. “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us engage with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
Discover the latest from this global campaign and stay updated by visiting levi.com and following @levis on Instagram and TikTok.
