Levi’s has long been a symbol of American culture. It represents self-expression and being authentic. Levi’s is taking a new step by working with global superstar Beyoncé.
This campaign celebrates Levi’s history while highlighting Beyoncé’s role in art, culture, and fashion. The “REIIMAGINE” campaign updates classic Levi’s styles for today’s World.
Beyoncé Takes the Lead in Levi’s New Campaign
Beyoncé, known for her hit album COWBOY CARTER, is now the face of Levi’s latest campaign. Her album explores American culture in a new way. One of its songs, “LEVII’S JEANS,” is a tribute to denim in American life. This latest project with Levi’s lets Beyoncé build on that theme.
“My song ‘LEVII’S JEANS’ celebrates the best American outfit — something everyone loves to wear,” Beyoncé said. “I am excited to work with Levi’s to create classic American fashion. Denim is often seen from a male point of view, so this campaign, which focuses on the female side, means a lot to me.”
“REIMAGINE” Campaign: A Modern Take on Classic Ads
The “REIMAGINE” campaign uses Beyoncé’s unique way of telling stories. It gives new life to some of Levi’s most famous ads. Renowned filmmaker Melina Matsoukas is behind this creative effort. She is known for her bold work and fresh ideas. She brings a new look to Levi’s ads, making them fit today’s culture.
The first film in the campaign is a modern twist on Levi’s classic 1985 “Launderette” ad. The original ad helped make Marvin Gaye’s song “I Heard It Through the Grapevine” popular again. The new version features Beyoncé front and centre. It shows how Levi’s has always been about self-expression. Levi’s is a brand that has been loved by cultural icons and changemakers for years.
Levi’s Pushes Cultural Boundaries
Kenny Mitchell, Levi’s global chief marketing officer, discussed the brand’s mission. “Levi’s has always been the go-to outfit for those who want to move forward,” he said. “Part of our job is to break and create new cultural norms. With Beyoncé, we explore the power of new ideas in this campaign. It helps us connect with our fans and grow our women’s business as the top denim brand.”
A Campaign for the World
The “REIMAGINE” campaign is more than just videos. It includes TV, digital media, social media, print, and special product offers. The campaign started with digital displays in cities like San Francisco, New York, Paris, and Berlin. These displays gave fans a first look at the project. On September 30, a worldwide launch will bring the Levi’s and Beyoncé partnership into the spotlight.
Capturing Moments in Denim
Photographer Mason Poole shot the campaign images. His work adds to the famous people seen in Levi’s jeans list. From Hollywood stars like Marlon Brando and Marilyn Monroe to today’s icon, Beyoncé, Levi’s continues to make history. The campaign also features the work of Emmy-winning cinematographer Marcell Rév. His camera captures the bright and vivid World of this campaign.
Levi’s and Beyoncé: Celebrating Self-Expression
The Levi’s and Beyoncé partnership is about more than fashion. It is a celebration of self-expression and breaking barriers. Through this campaign, Levi’s shows why it is a lasting part of American culture.
