Levi’s® has announced a new campaign featuring global icon Beyoncé. Following her hit track “LEVII’S JEANS” from the album “COWBOY CARTER,” Beyoncé takes center stage in “REIIMAGINE.” This campaign draws inspiration from Levi’s® legacy and Beyoncé’s influential vision, reaffirming the brand’s cultural significance.
The comprehensive campaign will span television, digital platforms, social media, print, and exclusive products. It kicked off with digital projections in major cities like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, generating excitement ahead of the official launch on September 30.
Beyoncé said, “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.”
Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co said, “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.”
The campaign’s first film, shot by Emmy Award-winning cinematographer Marcell Rév, features striking visuals, while photographer Mason Poole captures iconic imagery, joining the ranks of past legends like Marlon Brando and Marilyn Monroe. Developed in collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, the campaign pays homage to Beyoncé’s innovative storytelling.
In a series of chapters, the campaign reinterprets classic Levi’s® ads through the lens of celebrated filmmaker Melina Matsoukas. The first film nods to the 1985 “Launderette” ad, celebrating the brand’s heritage as a canvas for self-expression, embraced by changemakers and icons alike.
