Beyoncé Reimagines Levi’s In New Campaign Commercial: Watch

Beyoncé went from singing about her “LEVII’S JEANS” on COWBOY CARTER to a full-fledged REIIMAGINE campaign with the classic denim brand.

Through the lens of Melina Matsoukas, the campaign reinterprets several iconic Levi’s looks and advertisements. The first installment, which premiered globally on Monday (Sept. 30) at midnight ET, was inspired by the 1985 “Laundrette” ad that catapulted “I Heard It Through the Grapevine” on the Billboard charts. It stars Bey walking into a laundromat, where she strips down to her crisp white Levi’s briefs and washes her form-fitting jeans.

“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honored to work with Levi’s to create quintessential American iconography,” Beyoncé shared in a statement. “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.”

Future ads will feature other timeless Levi’s looks, including Western attire, trucker jackets, and shorts, per WWD.

Kenny Mitchell, Levi’s global chief marketing officer, said of the collaboration with Bey, “This campaign is celebrating two icons. It’s inspired by Levi’s and our unparalleled history and impact over time, as well as Beyoncé, who’s a culture shaping artist and icon. Levi’s has and continues to outfit the world’s changemakers, the Originals as we call them, the icons. We like to say that we’re like the unofficial uniform of progress and people that are moving forward — in the pursuit of better, whether that’s big or small.”

Check out images from Queen Bey’s new campaign below. The full commercial is above.