- Beyoncé and Levi’s® Team Up for “REIIMAGINE” Campaign: Global icon Beyoncé stars in Levi’s® latest campaign, reimagining classic denim styles and advertisements through her innovative vision, cementing the brand’s place in modern culture.
- Modern Spin on Iconic Levi’s® Ads: Directed by celebrated filmmaker Melina Matsoukas, the campaign revives classic Levi’s® ads like the 1985 “Launderette,” with Beyoncé at the forefront, celebrating Levi’s® heritage of self-expression and cultural impact.
- Worldwide Launch with Exclusive Products and Ads: The fully integrated campaign will feature TV, digital, social media, and out-of-home ads, with digital projections in major cities and global out-of-home launches starting September 30.
Levi’s® has announced an exciting new campaign with global superstar Beyoncé. This partnership follows the release of the hit song “LEVII’S JEANS” from the critically acclaimed album COWBOY CARTER, which redefines Americana. Now, Beyoncé takes center stage in the “REIIMAGINE” campaign, which draws inspiration from the rich history of the Levi’s® brand and Beyoncé’s forward-thinking creativity, reinforcing the brand’s place in modern culture.
The campaign is inspired by Beyoncé’s artistic approach to culture and storytelling. It gives a fresh twist to classic Levi’s® looks and advertisements. In a series of chapters, iconic Levi’s® ads are reinterpreted for today’s audience, thanks to the vision of award-winning filmmaker Melina Matsoukas. The first film in the campaign is a modern take on the famous 1985 “Launderette” ad, which brought back the song “I Heard It Through the Grapevine” to the top of the Billboard charts. This time, Beyoncé takes the spotlight, celebrating Levi’s® long-standing connection to self-expression and its role as the go-to brand for innovators and cultural icons.
“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.”
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Kenny Mitchell, the global chief marketing officer at Levi’s®, explained that the brand has always been the “unofficial uniform” for people pushing boundaries. He emphasized how this collaboration with Beyoncé explores the power of reimagination, allowing Levi’s® to connect with fans in new ways and support the growth of its women’s denim line.
The campaign will reach audiences through various platforms, including television, digital, social media, and print, along with special brand activations and exclusive products. It kicked off with digital projections in major cities like San Francisco, New York, and Paris, creating excitement ahead of the official launch on September 30. Out-of-home advertisements will soon be seen globally as the campaign officially begins.
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The first film was shot by Emmy Award-winning cinematographer Marcell Rév, while photographer Mason Poole captured timeless images of Beyoncé in Levi’s® jeans. This collaboration adds Beyoncé to the long list of icons who have worn Levi’s®, including Marlon Brando and Marilyn Monroe. The campaign was developed in partnership with creative agency TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
