Levi’s has launched a new campaign with the global superstar Beyoncé titled “Reiimagine,” which revisits and revamps some of the brand’s most memorable advertisements. The collaboration starts with a reinterpretation of the famous 1985 commercial “Launderette,” a gender-flipped version starring Beyoncé and directed by her longtime creative partner, Melina Matsoukas.
This campaign marks an evolution in how Levi’s seeks to position itself in the modern fashion landscape. By harnessing the unparalleled influence of Beyoncé—an artist who has consistently pushed cultural boundaries—the denim giant aims to bridge its historic identity with contemporary pop culture. The partnership also comes on the heels of Beyoncé’s album, “Cowboy Carter,” which features a track called “Levii’s Jeans,” a playful homage to the brand’s timeless appeal.
“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “We believe a key part of that is continuously breaking and building the codes of culture.” With this in mind, the “Reiimagine” campaign promises to deliver a fresh take on Levi’s heritage while embracing the creative energy that Beyoncé brings to the table.
The campaign features a rich mix of media, including television, digital, social, and print channels, as well as large-scale projections in major cities such as New York, Paris, and London. This comprehensive roll-out, designed in collaboration with the creative agency TBWA\Chiat\Day LA and produced by de la Revolućion/Prettybird, reinforces Levi’s dedication to being at the heart of cultural conversations.
In the first commercial, Beyoncé mirrors the original male protagonist of “Launderette” but through a distinctly feminine lens, stripping off her jeans with confidence as she waits for them to wash. The ad redefines the “denim on denim” look that has often been framed through a male perspective, making it an empowering statement for women everywhere.
“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,” Beyoncé stated in a press release.
The timing of this campaign couldn’t be more strategic. Just as Levi’s released its previous campaign “The Floor Is Yours” back in March—around the same time Beyoncé’s “Cowboy Carter” hit the shelves—“Reiimagine” taps into the broader trend of using country-western themes to elevate denim’s cultural status. The brand has reported an 8% increase in net revenues year-over-year, a testament to its continued prominence in the fashion industry.
Levi’s isn’t alone in leveraging this nostalgic appeal. Wrangler, another iconic denim brand, recently launched a global campaign centered around its Western heritage. As competition heats up, Levi’s bet on blending modernity with nostalgia through the lens of one of today’s most iconic figures is sure to make a lasting impact.
For more details on the campaign, visit Marketing Dive’s coverage.