Beyoncé Collaborates with Levi’s Jeans for “Reiimagine” Campaign

Beyoncé Partners with Levi’s for New “Reiimagine” Campaign

Global superstar Beyoncé has teamed up with Levi’s Jeans for their latest global campaign, “Reiimagine.” The collaboration aims to combine Beyoncé’s visionary influence with the legacy of the iconic denim brand. In a press release, Kenny Mitchell, global chief marketing officer of Levi’s, expressed excitement about the partnership, stating that the brand is always looking to break and build the codes of culture.

The first part of the campaign, titled “Chapter 1,” reimagines Levi’s classic 1985 ad, “Launderette.” In a modern twist, Beyoncé is seen washing her Levi’s 501 jeans in a laundromat while her song “Levii’s Jeans” featuring Post Malone plays in the background. The campaign celebrates the iconic female perspective of denim fashion, a departure from the traditional male lens often associated with denim on denim looks.

Fans of Beyoncé and Levi’s can expect more collaborations in the future, with plans to reinterpret several of the brand’s iconic campaigns. The “Reiimagine” campaign will include a mix of television, out-of-home, digital, social media, print, brand activations, and exclusive products.

This partnership holds special significance for Beyoncé, who has previously spoken about facing challenges as a Black woman in the fashion industry. As a member of Destiny’s Child, Levi’s was one of the first brands to partner with the group, defying the norms of the industry at the time. Now, Beyoncé’s collaboration with Levi’s represents a celebration of empowerment and strength for women everywhere.