Beyoncé Stars in New Levi's 'REIIMAGINE' Campaign

The campaign reinterprets Levi's iconic 1985 'Launderette' ad, celebrating female empowerment and American iconography.

Beyoncé collaborates with Levi's for the 'REIIMAGINE' campaign, inspired by her song 'LEVII'S JEANS' from the album 'Cowboy Carter.'
The campaign's first chapter reimagines the 1985 'Launderette' ad, featuring Beyoncé in a laundromat, stripping down to Levi's boxer shorts.
Directed by Melina Matsoukas, the campaign aims to highlight the iconic female perspective in denim fashion.
The campaign will include television, social media, digital, print, and exclusive products, featuring visuals by cinematographer Marcell Rév.
Levi's reported a nearly 20% spike in store traffic following the song's release, showcasing the powerful influence of celebrity collaborations.