Beyoncé Stars in New Levi's Campaign "REIIMAGINE"
The first chapter of Levi’s upcoming campaigns sees Beyoncé step into the role of a protagonist.
Levi’s has officially teamed up with global superstar Beyoncé for its latest “REIIMAGINE” campaign, celebrating female empowerment all while reimagining some of Levi’s most iconic looks. In the first chapter of campaigns, Queen Bey is the protagonist in the short film campaign inspired by the 1985 ad, “Launderette.”
Following the release of COWBOY CARTER, Beyoncé’s track “LEVII’s JEANS” has been a beloved choice amongst fans and now, the soundtrack to the campaign. The global icon steps into the role of the protagonist as Levi’s draws inspiration from the artist’s approach to art, culture and storytelling. The campaign pinpoints Beyoncé as the focus as Levi’s celebrates its brand’s heritage as a canvas for self-expression worn by icons and changemaker alike.
Beyoncé said in a statement, ““My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. 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.”
Watch the full campaign above or below.
