Denim brand Levi’s joins forces with Beyoncé to launch a groundbreaking campaign.
- The ‘re-imagine’ campaign seeks to reinterpret Levi’s iconic adverts from years past.
- Beyoncé recreates the 1985 ‘Launderette’ ad, enhancing it with contemporary flair.
- Digital projections mark the campaign’s global launch across multiple major cities.
- Beyoncé emphasises the campaign’s celebration of women’s strength and innovation.
In a significant collaboration, Levi Strauss & Co has partnered with renowned artist Beyoncé for their latest campaign titled “re-imagine.” This initiative aims to breathe new life into some of Levi’s most memorable advertisements, showcasing them through modern lenses. Directed by acclaimed filmmaker Melina Matsoukas, the campaign features a series of videos that reinterpret iconic commercials from the brand’s history with fresh perspectives.
The project kicked off with Beyoncé revisiting the classic 1985 Levi’s ad known as “Launderette.” Set to the timeless song “I Heard it Through the Grapevine,” this ad has now been given a contemporary twist, thanks to Beyoncé’s involvement. She delivers a modern portrayal that connects the campaign’s storied past with today’s audience, highlighting both nostalgia and innovation in advertising.
Marking its global launch on 30 September, the “re-imagine” campaign began with striking digital projections in bustling cities such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin. Each location witnessed this visually captivating introduction designed to draw attention to Levi’s enduring legacy and Beyoncé’s creative influence.
Beyoncé has expressed that the campaign holds personal significance, particularly in how it reflects the female perspective often overlooked in denim fashion. By celebrating women’s strength and innovative capacity, this endeavour aligns both Levi’s and Beyoncé’s vision of empowerment and recognition of women in all fields.
Kenny Mitchell, Levi Strauss & Co’s global chief marketing officer, shared insights on the collaboration, noting that the partnership with Beyoncé enables the brand to explore reimagination and connect with their audience uniquely. This venture is also seen as a strategic move to bolster Levi’s position as a dominant player in the women’s denim sector.
This campaign epitomises a blend of artistic creativity and brand legacy, reinforcing Levi’s influence in fashion.
