Today, the Levi’s® brand reaffirmed its enduring place at the center of culture with “REIIMAGINE,” a new campaign with global icon, Beyoncé. Following the release of “LEVII’S JEANS” — a beloved track from “COWBOY CARTER,” the critically acclaimed album exploring and redefining Americana — Beyoncé steps into the role of protagonist in the campaign inspired by the legacy of the Levi’s® brand and the forward-thinking vision of one of the most influential figures of modern culture.
Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s® looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s® brand’s most iconic advertisements, bringing them into the modern era. The first film — inspired by “Launderette,” the 1985 ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts — places Beyoncé center stage and celebrates the Levi’s® brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
The fully integrated campaign — which will include television, out-of-home creative materials, digital, social media, print, brand activations and exclusive products — kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come. On September 30, high-impact out-of-home is launching around the world to inaugurate the Levi’s® and Beyoncé campaign.
“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,” said 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.”
Watch the first film below, and visit levi.com and follow @levis on Instagram and TikTok to stay up to date on the campaign.
