We have a Beyoncé x Levi’s collab on our hands! The iconic Levi’s brand has just announced an exciting new campaign featuring global superstar Beyoncé. Known for epitomising classic American style and effortlessly cool, Levi’s® jeans have been a staple since their invention in 1873. This collaboration reaffirms the brand’s cultural place, blending tradition with modernity.
“My song ‘Levi’S Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honoured 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.”
Beyoncé
Beyoncé x Levi’s – A New Chapter with an Icon
Inspired by Beyoncé’s innovative approach to art and culture, the “Reimagine” campaign reinterprets classic Levi’s® looks and advertisements. Directed by celebrated filmmaker Melina Matsoukas, the series brings a fresh perspective to Levi’s® heritage. The first film, a nod to the iconic 1985 “Launderette” ad, features Beyoncé and celebrates the brand’s legacy as a symbol of self-expression.
A Global Launch
The campaign started with digital projections in key cities like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin. This generated buzz and gave fans a sneak peek into the upcoming releases. On September 30, high-impact out-of-home ads launched globally, marking the official start of the Levi’s® and Beyoncé partnership.
“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. 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.”
Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co.
Stunning Visuals
The first film, captured through the lens of Emmy Award-winning cinematographer Marcell Rév, showcases Beyoncé in a dynamic and immersive visual narrative. Additionally, photographer Mason Poole captured timeless images for the campaign, adding to Levi’s® iconic photographic history, which includes legends like Marlon Brando and Marilyn Monroe.
A Comprehensive Campaign
This fully integrated campaign will span television, digital, social media, print, and brand activations. Exclusive products will also be released, affirming Levi’s® collaboration with Beyoncé as a monumental event in fashion and culture.