Levi’s announces a new campaign featuring international superstar Beyonce. Following the release of the single “LEVII’S JEANS” — a beloved track from “COWBOY CARTER,” the critically acclaimed album that explores and redefines Americana — Beyonce steps into the role of protagonist in “REIIMAGINE,” a campaign inspired by Levi’s brand history and the visionary thinking of one of the most influential figures in modern culture, reaffirming Levi’s unshakable place at the center of culture.

Drawing from Beyonce’s innovative approach to art, culture, and storytelling, the campaign reimagines the classic look and films of Levi’s. In a series of chapters, the new campaign reinterprets some of Levi’s most iconic commercials, bringing them into the modern era through the transformative vision of renowned director Melina Matsoukas. The first film – inspired by “Launderette,” the 1985 ad that revived the famous “I Heard It Through the Grapevine” on the Billboard charts – stars Beyonce and celebrates Levi’s legacy as a canvas for self-expression, worn by those who drive progress and stars alike.

“My song ‘LEVII’S JEANS’ celebrates what I believe to be the ultimate American uniform – something we all wear with pride,” said Beyonce. “I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a masculine lens, so this reimagine campaign, celebrating the iconic feminine perspective, is important to me. I look forward to exploring innovative ways our visions align in celebrating feminism and honoring the power of women.”
“The Levi’s brand has always been and will always be the unofficial uniform of those who push forward in the pursuit of better. We believe a key part of this is the continuous dismantling and rebuilding of cultural codes,” said Kenny Mitchell, global chief marketing officer of Levi’s at Levi Strauss & Co. “In collaboration with Beyonce, we’re exploring the power of reinterpreting through this campaign, helping us connect with our fans in new ways while supporting the growth of our women’s fashion sector as the definitive lifestyle denim brand.”
The integrated campaign — which will include TV spots, OOH, digital communication, social media, print, brand activations, and exclusive products — kicked off with digital projections in key markets such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, creating buzz and teasing fans ahead of the upcoming campaign. On September 30th, impactful OOH displays will launch worldwide, introducing the Levi’s campaign featuring Beyonce.
The campaign’s first film is brought to life through the lens of Emmy Award-winning cinematographer Marcell Rev. Beyond the film’s immersive visual universe, Levi’s worked with photographer Mason Poole, who created a campaign anthology of images, joining a canon of incredible photos of stars in Levi’s jeans, from Marlon Brando to Marilyn Monroe — and now Beyonce. The campaign was creatively conceived in partnership with TBWA\Chiat\Day LA and produced by revolućion/PRETTYBIRD.