Today, the Levi's® brand reaffirms its enduring place at the heart of culture with "REIIMAGINE," a new campaign featuring global icon Beyoncé. Following the release of "LEVI'S JEANS," a classic track from "COWBOY CARTER," the critically acclaimed album that explored and redefining Americana, Beyoncé stars as the title character in this campaign inspired by the legacy of the Levi's® brand.
Drawing on Beyoncé's innovative approach to art, culture, and storytelling, the campaign reimagines classic Levi's® looks and films. Spanning multiple chapters, the new campaign reinterprets and modernizes several of the Levi's® brand's most iconic advertisements. The first film, inspired by “Launderette,” the 1985 commercial that propelled “I Heard It Through the Grapevine” to the top of the Billboard charts, puts Beyoncé front and center and celebrates the legacy of the Levi’s® brand as a vehicle for self-expression, driven by changemakers and icons alike.
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