Levi’s has unveiled a new campaign featuring global icon Beyoncé, following the release of the hit track “LEVII’S JEANS” from her acclaimed album COWBOY CARTER, which explores and redefines Americana. In this latest campaign, titled REIMAGINE, Beyoncé takes center stage as the protagonist, merging the rich heritage of the Levi’s brand with her forward-thinking cultural influence.
The campaign draws from Beyoncé’s creative approach to art, culture, and storytelling, reimagining classic Levi’s looks and timeless films. Directed by renowned filmmaker Melina Matsoukas, each chapter breathes new life into some of Levi’s most iconic advertisements, bridging the brand’s legacy with contemporary culture through a fresh, innovative lens.
The first film — inspired by “Launderette,” the 1985 ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts — places Beyoncé center stage and celebrates the Levi’s brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “I am honoured 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.”
“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,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “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.”
The Levi’s and Beyoncé campaign is a fully integrated, multi-platform initiative designed to make a global impact. It spans television, out-of-home advertising, digital channels, social media, print, brand activations, and even exclusive product drops. The campaign launched with bold digital projections in major cities like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin. These dynamic projections not only created a wave of excitement but also offered fans an enticing sneak peek into what’s to come.
On September 30, the campaign extended its reach with striking out-of-home advertisements debuting around the world, marking the official start of this landmark collaboration between Levi’s and Beyoncé.
The campaign’s first film was brought to life by Marcell Rév, the Emmy Award-winning cinematographer, known for his stunning visual storytelling. Alongside the film, acclaimed photographer Mason Poole captured a series of campaign images, adding to Levi’s rich history of iconic figures photographed in their signature jeans—from Marlon Brando to Marilyn Monroe, and now, Beyoncé.
Conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, the campaign blends Levi’s enduring heritage with Beyoncé’s visionary artistry, setting the stage for a culturally transformative moment in fashion.
