The iconic Levi’s® brand has teamed up with global superstar Beyoncé to launch a new campaign, REIIMAGINE, marking a bold redefinition of Americana and denim culture. The collaboration comes on the heels of the release of Beyoncé’s track “LEVII’S JEANS”, a standout from her critically acclaimed album COWBOY CARTER, which explores and reimagines the legacy of American fashion and culture.
At the heart of REIIMAGINE, Beyoncé takes on the role of protagonist, blending her visionary artistry with the enduring legacy of Levi’s®, reaffirming the brand’s role at the center of cultural evolution. “My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “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.”
Levi’s®: Reinventing the Codes of Culture
Kenny Mitchell, Global Chief Marketing Officer of Levi Strauss & Co., emphasized the importance of this partnership in pushing boundaries: “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 connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
A Fully Integrated Global Campaign
The REIIMAGINE campaign will span multiple platforms including television, out-of-home, digital, social media, print, brand activations, and exclusive product launches. It kicked off with digital projections in major cities like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, creating widespread anticipation. On September 30, high-impact out-of-home advertising will officially launch, heralding the new partnership.
Immersive Visuals and Iconic Photography
The campaign’s first film was brought to life through the lens of Emmy Award-winning cinematographer Marcell Rév, immersing viewers in a visually captivating world. In addition, renowned photographer Mason Poole captured a series of timeless images for the campaign, joining the illustrious ranks of iconic Levi’s® photography, from Marlon Brando to Marilyn Monroe — and now Beyoncé.
Conceived in creative collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, the campaign is a bold reinterpretation of classic Levi’s® looks and ads, drawing on Beyoncé’s innovative approach to art and culture.
Reimagining Levi’s® Classics
The REIIMAGINE campaign will unfold in chapters, with each chapter reinterpreting one of Levi’s® most iconic advertisements. The first film, directed by celebrated filmmaker Melina Matsoukas, reimagines the brand’s classic 1985 “Launderette” ad, which famously reignited Marvin Gaye’s “I Heard It Through the Grapevine” on the Billboard charts. This time, Beyoncé takes center stage, honoring Levi’s® heritage while celebrating its role as a canvas for self-expression, worn by changemakers throughout history.
Stay Updated on the Campaign
To stay updated on the latest content from this groundbreaking collaboration, visit levi.com and follow @levis on Instagram and TikTok.
With REIIMAGINE, Beyoncé and Levi’s® are not only celebrating the power of denim but are also pushing the cultural conversation forward — honoring the past while empowering a new generation.