Beyoncé is showing off her cowgirl look in the just released Levi’s “REIIMAGINE” campaign!
The “LEVII’S JEANS” singer takes the spotlight once again in the brand’s new campaign, “that celebrates the brand’s legacy while pushing its creative boundaries.”
Keep reading to find out more…
This new campaign reimagines the classic Levi’s looks and ads through the lens of Melina Matsoukas, with the first chapter reinterpreting the 1985 “Launderette” ad, featuring Queen Bey herself.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé shared in a statement. “I am honored to work with Levi’s® to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
“The Levi’s® brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture,” Kenny Mitchell, global chief marketing officer of Levi’s®, said. “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
The photos were taken by Mason Poole, while the visuals for the campaign are done by Marcell Rév.
Check out Beyoncé’s Levi’s campaign video, which features a snippet of her song, right here and see all the photos in the gallery!
