This collaboration honors the brand’s legacy while embracing the forward-thinking vision of one of today’s most recognizable personalities.
Grammy-winning vocalist and pop icon Beyoncé has teamed up with Levi’s for an exciting collaboration. Her latest album, Cowboy Carter, explores and redefines Americana, showcasing her artistry and musical prowess through intentional lyricism and vocal mastery. With one of the album’s standout tracks, ‘Levi’s Jeans,’ this partnership feels like a natural extension of her artistic vision. Since its inception, Levi’s has become one of the most recognizable fashion brands in the world, allowing individuals to explore their sense of style through various leading denim and accessories.
The ‘REIMAGINE’ campaign honors the legacy of Levi’s while embracing the forward-thinking vision of one of today’s most recognizable personalities. “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,” Beyoncé shared.
With Emmy Award-winning cinematographer Marcell Rév, the campaign reinterprets classic Levi’s ads through a series of chapters, reflecting Beyoncé’s distinctive approach to art, culture, and storytelling. The first installment reimagines Levi’s iconic 1985 “Laundrette” ad, placing Beyoncé at the center and celebrating the brand’s rich legacy as a symbol of self-expression worn by changemakers and icons alike. “My song ‘Levi’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” she added.
For the campaign’s imagery, Levi’s enlisted Mason Poole, who captured a collection of timeless photos marking his first campaign with Beyoncé. She showcases Levi’s classics in these images, including a white Essential Sporty T-Shirt and a pair of 501 ‘90s Women’s Jeans. His work for the project adds to Levi’s legacy alongside icons like Marlon Brando and Marilyn Monroe.
Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co., underscored the brand’s commitment to driving cultural change. “T has and always will be the unofficial uniform for those moving forward in the pursuit of better,” Mitchell said, highlighting how Levi’s continues to evolve by “continuously breaking and building the codes of culture.”
He emphasized that this collaboration with Beyoncé captures the spirit of reimagination, allowing Levi’s to engage with fans in fresh, innovative ways while supporting the growth of its women’s business as the definitive denim lifestyle brand.
