Levi’s partners with Beyoncé to reimagine iconic advertisements in a new campaign.
- The “re-imagine” campaign is directed by Melina Matsoukas and features a series of videos.
- Beyoncé recreates the brand’s 1985 advert “Launderette” with “I Heard it Through the Grapevine”.
- Digital projections kicked off the campaign in major cities such as San Francisco, New York, and London.
- Beyoncé’s Cowboy Carter album includes a track titled Levi’s Jeans, linking to the campaign.
The collaboration between US denim brand Levi’s and global superstar Beyoncé sees the launch of a unique campaign focused on reimagining the brand’s most memorable advertisements over the years. Renowned filmmaker Melina Matsoukas directs this campaign, titled “re-imagine,” which features a series of video interpretations of Levi’s iconic ads.
The campaign’s first film highlights Beyoncé’s recreation of the 1985 “Launderette” commercial, an advert that was originally accompanied by the classic track “I Heard it Through the Grapevine.” This nostalgic reimagining allows Beyoncé to bring a fresh and powerful female perspective to a traditionally male-dominated narrative.
To mark the commencement of this innovative campaign, Levi’s and Beyoncé launched digital projections in notable cities across the globe, including San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin on 30 September. These projections serve to expand the campaign’s reach and impact, drawing in a global audience.
Adding a musical dimension to the collaboration, Beyoncé’s recent album, Cowboy Carter, features a track titled “Levi’s Jeans,” effectively intertwining her musical influence with the brand’s iconic status. Beyoncé remarked on the significance of the campaign, stating, “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.”
Kenny Mitchell, the global chief marketing officer of Levi’s, expressed the brand’s excitement in collaborating with Beyoncé, noting their shared vision in exploring innovative opportunities and their desire to empower women through this partnership.
The Levi’s and Beyoncé collaboration marks a compelling fusion of fashion and music, enriching the brand’s legacy while celebrating female empowerment.
