Beyoncé, Denim, and Willie Jones: Levi’s unveils a new campaign
A reimagining of the iconic 1988 advertisement
The denim brand Levi’s has unveiled a new global campaign featuring Beyoncé. Titled REIIMAGINE, the collaboration reinterprets classic Levi’s imagery, updating its iconic commercials for the modern era.
The first campaign video draws inspiration from the legendary 1985 Launderette ad. It celebrates Levi’s legacy as a symbol of self-expression worn by pioneers and cultural icons throughout history – with Beyoncé at the center.
The second video, influenced by Levi’s iconic 1991 ad, transports viewers to a tense billiards game where Beyoncé faces off against a seasoned opponent.
The film captures the spirit of timeless classics reimagined for today, emphasizing how Levi’s denim continues to evolve while inspiring individuality and self-expression.
Today, a teaser for the third installment of the Levi’s x Beyoncé collaboration was released. Directed by Melina Matsoukas, the video reinterprets the brand’s iconic 1988 ad together with the singer.
Also appearing in the video is country artist Willie Jones, who contributed to Beyoncé’s «Cowboy Carter» album.
Photo: Instagram @levis
