Levi’s® has unveiled an exciting new global campaign, teaming up with Beyoncé to spotlight the brand’s cultural impact and celebrate the power of reinvention. Titled “REIIMAGINE,” this campaign pays tribute to Levi’s® rich history while embracing Beyoncé’s forward-thinking vision, adding a fresh perspective to the iconic denim brand.
This latest initiative follows Beyoncé’s song “LEVII’S JEANS” from her album “COWBOY CARTER,” which pays homage to denim as a quintessential symbol of American style. Through this collaboration, Beyoncé aims to redefine denim’s legacy from a female perspective. “Denim on denim has always been a staple of Americana, but often seen through a masculine lens. This campaign is about giving that iconic look a fresh, empowered take for women,” Beyoncé said. “I’m excited to partner with Levi’s® to celebrate women’s strength and vision while honoring our shared heritage.”
The “REIIMAGINE” campaign is set to make a widespread impact across multiple platforms, including television, social media, print, and digital channels. It also introduces exclusive product offerings as part of the collaboration. The campaign kicked off with dazzling digital projections in major cities such as New York, San Francisco, Houston, Paris, London, and Berlin, creating a buzz ahead of its September 30 official launch.
The campaign is packed with powerful visuals and a reimagined take on classic Levi’s® advertisements. Shot by Emmy Award-winning cinematographer Marcell Rév, the first film in the campaign revisits Levi’s® famous 1985 “Launderette” ad with a contemporary twist, bringing a modern, feminine energy to the brand’s timeless legacy. Renowned photographer Mason Poole has also lent his talents to the project, capturing striking images of Beyoncé that join the ranks of Levi’s® legendary collaborators, such as Marlon Brando and Marilyn Monroe.
Levi’s® global chief marketing officer, Kenny Mitchell, emphasized the importance of reinterpreting cultural codes through collaboration. “Levi’s® has always been a brand that pushes the boundaries of self-expression. Partnering with Beyoncé gives us the opportunity to explore new ways of connecting with our audience and expanding our women’s denim collection,” Mitchell said.
The campaign taps into the expertise of celebrated filmmaker Melina Matsoukas, who directed a series of films that reinterpret classic Levi’s® ads through a modern lens. Each chapter in this series highlights the brand’s commitment to evolution while staying true to its roots as a symbol of self-expression and individuality.
Produced by de la revolućion/PRETTYBIRD and developed in collaboration with TBWA\Chiat\Day LA, the “REIIMAGINE” campaign speaks to the evolving role of women in fashion and culture. With Beyoncé as its centerpiece, Levi’s® continues to cement its place as a brand that champions change, creativity, and the pursuit of a better tomorrow.
As this bold new campaign rolls out, fans of both Levi’s® and Beyoncé can look forward to an empowering celebration of individuality, style, and the reimagined future of denim.