The Levi’s® brand has unveiled a fresh collaboration with global superstar Beyoncé, marking the launch of their bold new campaign, REIIMAGINE. This initiative celebrates Levi’s® iconic legacy while embracing the future of fashion, culture, and self-expression through the transformative vision of one of the most influential artists in modern culture.
The partnership comes on the heels of Beyoncé’s release of LEVII’S JEANS, a standout track from her critically acclaimed album COWBOY CARTER, which explores and redefines Americana. In the REIIMAGINE campaign, Beyoncé steps into the role of protagonist, reinterpreting classic Levi’s® looks and iconic advertisements for a new era. The campaign, directed by celebrated filmmaker Melina Matsoukas, unfolds across a series of films, beginning with a modern take on the 1985 “Launderette” ad, which famously revived Marvin Gaye’s “I Heard It Through the Grapevine” on the Billboard charts. This time, Beyoncé takes center stage, highlighting Levi’s® as a symbol of self-expression and cultural evolution.
Reflecting on the campaign, Beyoncé said, “My song LEVII’S JEANS celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honored 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.”
Kenny Mitchell, global chief marketing officer of the Levi’s® brand, echoed this sentiment, stating, “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. 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 campaign kicks off with digital projections in key cities such as San Francisco, Houston, Chicago, New York, and international hubs like Paris, London, and Berlin. These activations provide a sneak peek into the collaboration, sparking excitement ahead of the global launch on September 30. High-impact out-of-home displays, including billboards and social media campaigns, will further cement the partnership’s presence worldwide.
Brought to life by Emmy Award-winning cinematographer Marcell Rév, the campaign’s first film captures Beyoncé in a visually immersive world that honors the heritage of Levi’s® while pushing the boundaries of contemporary fashion. Photographer Mason Poole also contributes to the campaign, adding timeless imagery that joins the Levi’s® brand canon of icons, from Marlon Brando to Marilyn Monroe — and now Beyoncé.
The REIIMAGINE campaign is a collaboration between Levi’s®, Beyoncé, and creative powerhouse TBWA\Chiat\Day LA, produced by de la revolućion/PRETTYBIRD. It promises to captivate audiences with its celebration of individuality, strength, and cultural legacy, all while paving the way for the future of women’s fashion.
To follow the campaign and view exclusive content, visit levi.com and follow @levis on Instagram and TikTok.
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