Beyoncé Launches “REIIMAGINE” Campaign with Levi’s, Celebrating Americana Style
Beyoncé is stepping into the spotlight once again with her latest collaboration with Levi’s, unveiling the “REIIMAGINE” campaign. This new initiative celebrates her recent track “Levii’s Jeans,” which is featured on her genre-blending album Cowboy Carter. The first installment of this campaign reinterprets the iconic 1985 Levi’s “launderette” advertisement, bringing a modern twist that highlights Beyoncé’s unique style.
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In the campaign’s premiere video, Beyoncé showcases her confidence as she enters a laundromat, tossing her Levi’s 501 jeans into the washing machine. Set to the catchy tune of “Levii’s Jeans,” the ad captures the essence of everyday Americana while demonstrating how chores can be transformed into a stylish statement.
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“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé stated. She expressed her honor in collaborating with Levi’s to create a campaign that embodies quintessential American style.
The campaign aims not only to promote the Levi’s brand but also to empower women in business and fashion, showcasing how iconic denim can be both fashionable and functional.
With renowned filmmaker Melina Matsoukas at the helm, known for directing Beyoncé’s “Formation” music video, the campaign promises to resonate deeply with fans and fashion enthusiasts alike. The first chapter, titled “Laundrette,” sets the tone for a series that will creatively reinterpret classic Levi’s looks.
