Singapore, 30 September 2024 – The iconic Levi’s® brand has announced its latest collaboration with global superstar Beyoncé, launching an innovative campaign titled “REIIMAGINE.” Inspired by Beyoncé’s chart-topping track “LEVII’S JEANS” from her critically acclaimed album “COWBOY CARTER,” the campaign aims to celebrate Levi’s® enduring legacy while embracing a modern twist on Americana culture.
This campaign, crafted with Beyoncé’s unique approach to art and storytelling, promises to breathe new life into Levi’s® iconic pieces, redefining them for today’s generation. Through the lens of award-winning filmmaker Melina Matsoukas, the “REIIMAGINE” campaign transforms some of Levi’s® most memorable advertisements, capturing the essence of individuality, creativity, and empowerment.
Bringing Classic Levi’s® to Life with a Modern Twist
The campaign unfolds in a series of chapters, each reinterpreting iconic Levi’s® advertisements, with Beyoncé taking on the protagonist role. The first film pays homage to the legendary 1985 “Launderette” ad that reintroduced Marvin Gaye’s “I Heard It Through the Grapevine” to the charts. This time, Beyoncé stands in the spotlight, bringing Levi’s® timeless heritage into the present while celebrating its role as a canvas for self-expression.
Beyoncé shared her excitement, stating, “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.”
Celebrating Female Empowerment and the Power of Reimagination
Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand, shared his thoughts on this landmark collaboration, saying, “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.”
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A Campaign Spanning the Globe
The “REIIMAGINE” campaign is a multi-platform experience, reaching audiences through television, digital channels, out-of-home, and social media, as well as through brand activations and exclusive products. High-impact visuals have already been projected in major cities like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, offering a sneak peek into the campaign’s world.
Emmy Award-winning cinematographer Marcell Rév brings the first film to life, capturing Beyoncé in a stunning array of Levi’s® styles. Renowned photographer Mason Poole adds another dimension to the campaign with timeless imagery that contributes to the Levi’s® brand’s legacy alongside other legends like Marlon Brando and Marilyn Monroe.
To explore the latest from this groundbreaking campaign, fans can visit the Levi’s® website or follow @levis_sea on Instagram.
About the Levi’s® Brand
The Levi’s® brand stands as a symbol of classic American style and effortless cool. Since 1873, Levi’s® jeans have captured the imagination and loyalty of generations, making them one of the most recognizable garments in the world. Today, the Levi’s® brand continues to lead with a pioneering and innovative spirit, offering an extensive range of denim and accessories available in over 110 countries. For more information, visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. ranks among the world’s largest apparel companies, offering products under renowned brands like Levi’s®, Dockers®, Levi Strauss Signature™, and Beyond Yoga®. With a global footprint in over 110 countries, Levi Strauss & Co. reported net revenues of $6.2 billion in 2023. For company news and updates, visit levistrauss.com and investors.levistrauss.com.
