Houston, Texas – Beyoncé hinted at her collaboration with Levi’s in a subtle way before officially unveiling the campaign. The Grammy winner, known for her innovative style and iconic fashion choices, joined forces with the denim brand to reimagine classic Levi’s looks in a new campaign that celebrates American heritage and female empowerment.
Titled “LEVII’S JEANS,” the track from Beyoncé’s recent album Cowboy Carter served as a precursor to the collaboration with Levi’s. The first installment of the campaign, revealed on September 30th, pays homage to the iconic 1985 “Launderette” ad that catapulted the song “I Heard It Through the Grapevine” up the Billboard charts. In the updated version, Beyoncé can be seen in a laundromat sporting high-waisted jeans, a cowboy hat, and a cropped white tee. She exudes confidence as she confidently strips down to her briefs, capturing the attention of those around her.
In a press release, Beyoncé expressed her enthusiasm for the partnership with Levi’s, emphasizing the importance of celebrating the American uniform and the strength of women. Levi Strauss & Co.’s Global Chief Marketing Officer, Kenny Mitchell, echoed her sentiments, highlighting the brand’s dedication to breaking cultural barriers and reimagining codes through collaboration.
The global campaign, featuring Beyoncé, will include a variety of media platforms such as TV, social media, digital, and print. The campaign aims to engage fans in new ways and support the growth of Levi’s women’s business as a leading denim lifestyle brand. Emmy Award-winning cinematographer Marcell Rév and photographer Mason Poole worked on the immersive visuals for the campaign, bringing Beyoncé’s vision to life.
For more updates and exclusive content from the campaign, fans can visit Levi’s website and follow @levis on Instagram and TikTok. The collaboration between Beyoncé and Levi’s promises to redefine denim fashion and empower women through iconic American imagery.