After Levi's left Beyoncé fans buzzing about the potential of a new collaboration, an official campaign has arrived.
The denim retailer unveiled on Monday its global "REIIMAGINE" campaign starring the music icon.
In a short film captured by Melina Matsoukas, the "Texas Hold 'Em" singer is seen in a reimagined version of one of Levi's 1985 "Launderette" ads.
During the clip, she walks into a laundromat, and throws a pale of diamonds into the machine. Then, she pulls off her jeans and places them in as well before sitting next to two twin girls to wait for her laundry to finish.
Naturally, her "Leviis Jeans" from her Cowboy Carter album is heard playing in the background.
"My song 'LEVII'S JEANS' celebrates what I believe is the ultimate Americana uniform — something we all wear with pride," Beyoncé said in a press release. "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."
She continued, "I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength."
The campaign was first tease last week when Levis posted a red graphic of a woman that resembles the likeness Beyoncé riding a horse while wearing a cowboy hat.
"INTRODUCING: A New Chapter," the brand captioned the post that also tagged Beyoncé. Since posting, fans immediately shared an outpouring of excitement. The partnership aligns seamlessly with Beyoncé's more recent country chic style amid the release of her "Cowboy Carter" album.
While the new Levi's collaboration is capturing the attention of many, Beyoncé has been keeping busy with several other ventures.
In August, she announced the launch of a new whiskey brand SirDavis. The release was the result of the music icon's years-in-the-making joint venture with Moët Hennessy.
Ahead of her new liquor brand, Beyoncé also released a hair care brand Cécred.
The inaugural Foundation Collection featured eight products inspired by hair rituals from global cultures, and boosted with patent-pending advanced science, according to the company.
Editor's note: This story was originally posted on Sept. 24., 2024
