Photos Courtesy Levi’s®
Levi’s® announced today a new campaign featuring global icon Beyoncé. Following the release of “LEVII’S JEANS”—a beloved track from COWBOY CARTER, the critically acclaimed album that explores and redefines American culture—Beyoncé takes the lead in “REIIMAGINE,” a campaign inspired by Levi’s® legacy and the forward-looking vision of one of the most influential figures in modern culture, reaffirming the brand’s enduring place at the heart of culture.
Drawing from Beyoncé’s innovative approach to art, culture, and storytelling, the campaign reimagines Levi’s® classic looks and films. In a series of chapters, the new campaign reinterprets several of Levi’s® most iconic ads, bringing them into the modern era through the transformative vision of renowned filmmaker Melina Matsoukas. The first film—based on the 1985 “Laundromat” ad, which brought the song “I Heard It Through the Grapevine” back to the top of the Billboard charts—puts Beyoncé center stage and celebrates Levi’s® legacy as a symbol of self-expression, worn by trailblazers and icons.
What does Beyoncé think about the collaboration with Levi’s®?
“My song ‘LEVII’S JEANS’ celebrates what I believe to be the quintessential American uniform—something we all wear with pride,” said Beyoncé.
“I’m honored to work with Levi’s® to create essential American iconography. Denim on denim is often seen through a masculine lens, so this reinvention campaign, which celebrates iconic feminine perspective, is important to me.”
What excites Beyoncé about this campaign?
“I’m excited to explore innovative ways to align our visions in empowering women and honoring their strength,” Beyoncé added.
“Levi’s® has always been the unofficial uniform for those who push forward in pursuit of a better world. We believe a big part of that is continually breaking and rebuilding the codes of culture,” said Kenny Mitchell, chief global marketing officer of Levi’s® at Levi Strauss & Co. “In collaboration with Beyoncé, we explored the power of reinvention through this campaign, helping us connect with our fans in new ways and supporting the growth of women’s businesses as the definitive jeans lifestyle brand.”
The fully integrated campaign—including television, out-of-home, digital, social media, print, brand activations, and exclusive products—kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, creating buzz and giving fans a sneak peek of the upcoming campaign. On September 30th, high-impact out-of-home activations will launch worldwide to herald the Levi’s® and Beyoncé campaign.
The first film was brought to life through the lens of Emmy-winning cinematographer Marcell Rév. Outside the immersive visual world of the film, Levi’s® worked with photographer Mason Poole, who captured a timeless collection of campaign images, adding to the canon of incredible photography of icons in Levi’s® jeans, from Marlon Brando to Marilyn Monroe—and now Beyoncé. The campaign was creatively conceived in partnership with TBWA\Chiat\Day LA and produced by de la revolućion/ PRETTYBIRD.
To see the latest content from the global campaign and stay updated on it, visit Levi’s and follow @levis.
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