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Beyoncé Reimagines a Levi's Classic
The mega-star visits a launderette
Were we all hoping for a collab between Levi’s and Beyoncé following the release of “Levii’s Jeans” from her genre-bending Cowboy Carter album?
Well, yee-haw! The time has arrived!
Levi’s “Reiimagine” campaign puts a new spin on classic brand—by casting the Queen in a classic ad reboot via filmmaker Melina Matsoukas.
The first video is a nod to “Launderette,” a 1985 U.K. ad from BBH set to “I Heard It Through the Grapevine.”
In the original version below—hugely popular in Europe and BBH’s calling card for more than a decade—model Nick Kamen saunters into a laundromat, strips down to his skivvies and throws his shirt, Levi’s and some stones into a washing machine. “The original shrink-to-fit jeans” were available stonewashed, you see.
In the Beyoncé spot, from TBWA\Chiat\Day L.A. and produced by de la revolućion/Prettybird, Queen Bey saunters into a laundromat with “Levii’s Jeans” (ft. Post Malone) playing in the background. She throws some bling into her washing machine—a bucket full of diamonds—takes off her Levi’s and opens a newspaper.
“I am honored to work with Levi’s to create quintessential American iconography,” Beyoncé says in a statement. “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.”
Cinematographer Marcell Rév worked on the film and photographer Mason Poole contributed to OOH, digital and print elements. Look for TV, social media, brand activations and exclusive products as well.
“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,” says Kenny Mitchell, global CMO for the Levi’s brand at Levi Strauss & Co., in press materials.
