Singapore – Levi’s has unveiled a new global campaign featuring Beyoncé, reimagining the brand’s most iconic advertisements with a fresh, modern twist. The collaboration with the global superstar breathes new life into classic Levi’s ads, blending the brand’s rich heritage with Beyoncé’s visionary artistry.
The announcement comes on the heels of Beyoncé’s hit track ‘LEVII’S JEANS’ from her critically acclaimed album ‘COWBOY CARTER,’ which explores and redefines Americana. This collaboration reaffirms Levi’s enduring influence at the heart of modern culture, driven by one of today’s most influential cultural icons.
In the new campaign, titled “REIIMAGINE,” Beyoncé takes centre stage as the protagonist, blending the timeless legacy of the Levi’s brand with her forward-thinking vision. Inspired by her innovative take on art and culture, the campaign reimagines classic Levi’s looks, revamping iconic ads for the modern era through the lens of renowned filmmaker Melina Matsoukas.
The campaign’s first film, inspired by the iconic 1985 ‘Launderette’ ad that revived ‘I Heard It Through the Grapevine’ on the Billboard charts, features Beyoncé front and centre. It celebrates Levi’s heritage as a symbol of self-expression, worn by trailblazers and cultural icons throughout history.
“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 jeans 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,” she added.
The fully integrated campaign, spanning TV, out-of-home, digital, social media, print, brand activations, and exclusive products, launched with dynamic digital projections in major cities such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin.
The teasers gave fans an exclusive preview of the upcoming campaign, which officially launches on September 30 with bold out-of-home activations worldwide, signalling the beginning of the Levi’s and Beyoncé collaboration.
Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co., said, “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.”
Mitchell continued, “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.”
The first film was shot by Emmy Award-winning cinematographer Marcell Rév, creating a visually immersive experience. Complementing the film, photographer Mason Poole captured a series of timeless campaign images, adding to Levi’s iconic legacy, which has featured cultural legends from Marlon Brando to Marilyn Monroe—and now, Beyoncé. The campaign was conceived in collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.