The Levi’s® brand announced a new campaign featuring global superstar Beyoncé on Monday.
The denim brand teased an upcoming collaboration with the 32-time Grammy award winner on Sept. 24 through a social media post featuring a cartoon image of Beyonce on a horse. The caption read, “INTRODUCING: A New Chapter.”
Levi’s and the Houston superstar have teamed up for a campaign called “REIIMAGINE,” which will roll out in a “series of chapters,” similar to how the COWBOY CARTER artist has been sharing her latest music offerings with the world.
The first chapter in this visual series is a modern take on Levi’s® famous 1985 ad “Launderette,” which helped propel Marvin Gaye’s “I Heard It Through the Grapevine” back onto the Billboard charts.
In this new iteration, directed by Melina Matsoukas, Beyoncé takes center stage, celebrating Levi’s® as a timeless canvas for self-expression worn by changemakers throughout history. The ad features her hit song “LEVII’S JEANS” featuring Post Malone.
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“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said in a statement.
“I am honored 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 honoring their strength.”
The “fully integrated campaign” will include TV, digital, social media, print, brand activations and exclusive products.
