Levi’s has announced an exciting new global campaign featuring superstar Beyoncé, titled Reiimagine. The campaign draws on both Levi’s rich heritage and Beyoncé’s cultural influence, merging classic styles with a modern twist. This collaboration follows the release of Beyoncé’s track Leviis Jeans from her acclaimed album Cowboy Carter, which redefines elements of American culture.
The campaign brings a fresh perspective to several of Levi’s iconic advertisements, with the first film inspired by the brand’s classic “Launderette” ad from 1985, which famously revived the song I Heard It Through the Grapevine.
In the new campaign, Beyoncé takes center stage, wearing reimagined Levi’s pieces in a nod to self-expression and the brand’s cultural impact over the years. Directed by renowned filmmaker Melina Matsoukas, the visuals celebrate denim’s power and versatility, especially from a female perspective. Watch below:
“My song Levii’s Jeans celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “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 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,” added Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “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 campaign is set to reach a global audience through a variety of channels, including television, social media, digital content, and exclusive brand activations. Projections and teasers have already begun in key markets such as San Francisco, Houston, Chicago, New York, and international cities like Paris, London, and Berlin.
High-impact visuals, led by Emmy Award-winning cinematographer Marcell Rév and campaign photographer Mason Poole, capture Beyoncé in classic Levi’s imagery, continuing a legacy of icons like Marlon Brando and Marilyn Monroe.
This campaign was creatively developed in partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
The collaboration is expected to create a significant buzz in the world of fashion and culture, highlighting Levi’s commitment to innovation and its connection to music, style, and self-expression.
REELated:
This article was brought to you for FREE. Independent Journalism is not. Please support Reel 360 News and Reel Chicago by donating here.
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
