SAN FRANCISCO, September 30, 2024 —Celebrity Beyoncé is the face of a new campaign that the Levi’s® brand unveiled today. Beyoncé takes on the lead in “REIIMAGINE,” a campaign that is inspired by the history of the Levi’s® brand and the forward-thinking vision of one of the most significant figures in modern culture. This comes after the release of “LEVII’S JEANS,” a beloved track from the critically acclaimed album “COWBOY CARTER,” which explores and redefines Americana.
The creative way Beyoncé approaches art, culture, and storytelling serves as inspiration for this ad, which reimagines iconic Levi’s® styles and movies. The new campaign, which is divided into multiple phases, reimagines a few of the most recognizable Levi’s® brand ads and brings them into the present day with the revolutionary vision of renowned director Melina Matsoukas. The first film — inspired by “Launderette,” the 1985 ad that memorably rekindled “I Heard It Through the Grapevine” on the Billboard charts — gives Beyoncé center stage and celebrates the Levi’s® brand’s tradition as a canvas for self-expression, worn by changemakers and icons alike.
“I think we all wear the ultimate Americana uniform, which is what my song ‘LEVII’S JEANS’ celebrates,” Beyoncé stated. “It is a privilege to collaborate with Levi’s® to produce iconic American imagery. Since denim on denim is typically viewed through a male perspective, I find this campaign’s reimagining—which highlights the iconic female perspective—to be quite meaningful. I’m excited to investigate novel approaches to bringing our visions of empowering women and recognizing their strength together in harmony.
“Those who are striving for improvement have long worn the unofficial uniform of the Levi’s® brand. We think that consistently shattering and creating cultural norms is a crucial component of it, according to Kenny Mitchell, global chief marketing officer of Levi Strauss & Co.’s Levi’s® brand. Through this campaign, which we created in partnership with Beyoncé, we explore the power of reimagination. It gives us new avenues to engage with our fans and fosters the expansion of our women’s business as the leading denim lifestyle brand.
The fully integrated campaign — which will include television, out-of-home, digital, social media, print, brand activations and exclusive products — kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come. On September 30, high-impact out-of-home is launching around the world to inaugurate the Levi’s® and Beyoncé campaign.
The first film was brought to life through the lens of Marcell Rév, an Emmy Award-winning cinematographer. Outside of the immersive visual world of the film, the Levi’s® brand worked with photographer Mason Poole, who captured a collection of timeless campaign imagery, adding to the canon of incredible photography of icons in Levi’s® jeans, from Marlon Brando to Marilyn Monroe — and now Beyoncé. The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
To see the latest content from the global campaign and to stay up to date on the campaign, visit levi.com and follow @levis on Instagram.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world — capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
