A global campaign that highlights the superstar’s extraordinary vision and the denim brand’s heritage as a cultural icon.
Some of the most acclaimed and recognisable Levi’s® looks and clips are reimagined for this special occasion through the innovative codes of Beyoncé, an indispensable figure in art and culture as well as in the creation of unforgettable stories. Through a series of episodes, ‘REIIMAGINE’ brings iconic Levi’s® commercials back to the modern era by Melina Matsoukas, a celebrated filmmaker renowned for her impeccable work.
The first film – inspired by ‘Launderette’, the 1985 commercial that made the song ‘I Heard It Through the Grapevine’ famous on the Billboard charts – places Beyoncé centre stage and celebrates the heritage of the Levi’s® brand as a canvas for self-expression, worn by both icons and agents of change.
‘My song ‘LEVII’S JEANS’ celebrates what I consider to be the quintessential American uniform, something we all wear with pride,’ said Beyoncé. ‘I’m honored to work with Levi’s® to recreate the quintessential American iconography. Denim on denim has often been viewed 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 our visions align to empower women and honour their strength.’
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