Levi’s® has once again raised the bar in fashion and culture with the launch of its latest global campaign featuring none other than Beyoncé. In this exciting new chapter, the campaign—titled “REIMAGINE”—takes a bold step by blending classic Levi’s® looks with the forward-thinking artistry of one of today’s most influential figures. Beyoncé, who has always been a trailblazer in music, fashion, and empowerment, is the perfect partner to carry this campaign forward, celebrating the rich history of Levi’s® while adding a modern, fresh twist.
The Power of Reimagination: Beyoncé’s Take on Levi’s® Classics
The “REIMAGINE” campaign, inspired by Beyoncé’s recent song LEVII’S JEANS from her album COWBOY CARTER, brings Levi’s® iconic imagery into the present. The first film in this campaign is a nod to the legendary 1985 Levi’s® commercial “Launderette” that put I Heard It Through the Grapevine back on the Billboard charts. This time, Beyoncé is front and center, representing both the heritage and the future of self-expression in denim.
Speaking on the partnership, Beyoncé expressed her excitement: “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.”
A New Era of Iconic Style with Levi’s®
Levi’s® has always stood as a symbol of culture, change, and individuality. This campaign goes beyond celebrating past icons and looks forward to the future, encouraging the next generation of changemakers. Kenny Mitchell, Levi’s® Global Chief Marketing Officer, emphasized the brand’s mission, stating, “In collaboration with Beyoncé, we explore the power of reimagination… helping us to connect with our fans in new ways.”
The campaign isn’t just confined to digital platforms; it’s a multi-dimensional experience. From out-of-home ads in major cities like New York and Paris to online content shot by Emmy Award-winning cinematographer Marcell Rév, Levi’s® continues to evolve while staying true to its core values.
In Beyoncé’s hands, Levi’s® isn’t just a piece of clothing—it’s a cultural statement that encourages everyone to express their strength, style, and individuality.
