Levi’s has partnered with Beyoncé to launch a captivating new campaign.
- Entitled “re-imagine,” the initiative features videos reinterpreting iconic Levi’s adverts.
- The first film showcases Beyoncé in a re-creation of the 1985 “Launderette” ad.
- Digital projections have marked the start of the campaign across several major cities.
- The collaboration aims to celebrate the female perspective in denim fashion.
In an innovative collaboration, Levi’s has teamed up with global superstar Beyoncé to unveil the re-imagine campaign. This initiative presents a series of visually engaging videos that reinterpret some of Levi’s most iconic advertisements over the years. Directed by acclaimed filmmaker Melina Matsoukas, the campaign merges contemporary creativity with nostalgic visuals, inviting fans to experience Levi’s in a refreshing way.
The launch event featured a remarkable film where Beyoncé revisits Levi’s well-known 1985 advertisement, “Launderette,” set to the classic tune “I Heard it Through the Grapevine.” In this re-creation, Beyoncé brings a modern twist to the ad, underlining the enduring appeal of the brand’s denim heritage. Her portrayal not only pays homage to a fashion milestone but also injects a powerful resonance with today’s audience.
The commencement of this campaign was marked by stunning digital projections in key cities including San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin. This global rollout underscores Levi’s commitment to connecting with diverse markets and strengthening its global presence. Significant attention to detail ensures that these projections captivate audiences, aligning with the campaign’s forward-thinking ethos.
Beyoncé, whose own body of work continually pushes boundaries, has expressed that the re-imagine campaign is significant for its embrace of the female perspective in denim fashion. “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,” she stated. Her involvement in the project not only brings star power but also aligns with a broader mission of empowering women through fashion.
Kenny Mitchell, Global Chief Marketing Officer of the Levi’s brand, articulated the core vision of the partnership, stating that the campaign explores the potential of reimagination and connects with audiences in innovative ways. With Beyoncé at the forefront, the campaign serves as both a creative endeavor and a strategic initiative to enhance Levi’s women’s business, reinforcing its status as a leading denim lifestyle brand.
The Levi’s and Beyoncé partnership is a testament to the power of creative collaboration in redefining fashion narratives.
