Levi’s has officially partnered with global superstar Beyoncé for its latest campaign, “REIIMAGINE,” which celebrates female empowerment while reinterpreting some of the brand’s most iconic styles. In this first chapter, Beyoncé takes center stage in a short film inspired by the classic 1985 ad, “Launderette.”
Following the release of her track “LEVII’S JEANS,” which has resonated with fans, Beyoncé provides the soundtrack for the campaign. The global icon embodies the essence of Levi’s, drawing inspiration from her approach to art, culture, and storytelling, while celebrating the brand’s heritage as a platform for self-expression embraced by icons and changemakers.
In her statement, Beyoncé shared, “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.”
Experience the campaign and the celebration of female empowerment!
