Beyoncé may have given fans an early hint about her new collaboration with Levi’s.
The 43-year-old singer, whose latest album Cowboy Carter featured a song titled “LEVII’S JEANS,” has partnered with the iconic denim brand on a campaign that revamps the classic Levi’s look.
The first chapter, released on Monday, September 30th, reinterprets the iconic 1985 “Laundromat” ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts. There is. The Grammy winner is pictured posing in a laundromat wearing high-waisted jeans, a matching cowboy hat and a cropped white T-shirt. She effortlessly removed her briefs to the admiring glances of those around her.
“My song ‘LEVII’S JEANS’ celebrates what we believe is the ultimate Americana uniform: something we all wear with pride,” Beyoncé said in a press release about the partnership. spoke. “We are honored to work with Levi’s to create a quintessentially American icon.”
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She continued, “Denim on denim is often seen through a male lens, so this reimagined campaign that celebrates the perspective of iconic women is important to me. Empowering women, respecting women. We look forward to exploring innovative ways to align our vision in terms of bringing their strengths to the table. ”
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“The Levi’s brand has always been, and always will be, the unofficial uniform of those who push forward in pursuit of betterment. An important part of that is continually breaking and building cultural norms. We believe that,” said Kenny Mitchell, global chief marketing officer for the Levi’s brand at Levi Strauss & Company. This campaign allows us to connect with our fans in new ways and support the growth of our women’s business as the definitive denim lifestyle brand. ”
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The global campaign spans television, social media, digital, print and exclusive merchandise and includes immersive visuals by Emmy Award-winning cinematographer Marcel Lev and photography by Mason Poole.
To stay up to date on the campaign, visit levi.com and follow @levis on Instagram and TikTok.
