Levi’s, the iconic denim brand, has announced a groundbreaking new campaign featuring none other than the Queen Bey, Beyoncé. This latest campaign draws inspiration from Beyoncé’s innovative approach to art, culture, and storytelling.
Directed by Melina Matsoukas, the first film in the campaign pays homage to the 1985 ‘Launderette’ ad, famous for its use of Marvin Gaye’s ‘I Heard It Through the Grapevine’. Featuring Beyoncé as the lead, the film celebrates Levi’s heritage as a brand worn by changemakers and icons.
Beyoncé shared her thoughts on the collaboration, stating, “My song ‘LEVII’S JEANS’ shines a light on what I believe to be the ultimate Americana uniform, something we all wear with pride. I’m honored to work with Levi’s to create an icon that embodies the very essence of America. The denim-on-denim look has often been seen through a male lens, so this campaign, which celebrates an iconic female perspective and reimagines it together, is important to me. I’m excited to explore innovative ways to empower women and celebrate their strength, aligning with our shared vision.”
Kenny Mitchell, Levi’s Global Chief Marketing Officer, echoed these sentiments, saying, “Through this campaign, we explore the power of reinvention together with Beyoncé, supporting the growth of our women’s business as the definitive denim lifestyle brand that connects with our fans in new ways.”
This captivating campaign is rolling out globally, so be sure to keep an eye out for it.
