A highly anticipated collaboration between denim giant Levi’s and music icon Beyoncé has finally been unveiled. Titled “Reiimagine,” the campaign pays homage to Levi’s legacy while putting a modern, Beyoncé-inspired twist on classic looks and films.
Directed by Emmy Award-winning cinematographer Marcell Rév, the campaign unfolds in chapters, reimagining iconic Levi’s advertisements like the 1985 “Laundrette” spot. The visuals are complemented by stunning photography from Mason Poole, known for his work with Levi’s on campaigns featuring legendary stars like Marlon Brando and Marilyn Monroe.
Beyond the films, the “Reiimagine” campaign will be showcased across various platforms, including television, out-of-home advertising, digital and social media. This widespread reach is in part due to the buzz generated by Beyoncé’s song “Levii’s Jeans,” which appeared on her eighth studio album “Cowboy Carter.” The track fueled speculation about a potential collaboration, and Levi’s CFO, Harmit Singh, later acknowledged the positive impact it had on the brand’s customer traffic and stock price.
In an interview with Yahoo Finance, Singh praised Beyoncé as a “cultural icon” whose influence aligns perfectly with Levi’s brand. Beyoncé herself expressed her excitement about the collaboration, stating, “My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honoured 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.”
