Beyoncé is embracing her cowgirl style in Levi's newly released Reiimagine campaign. The Grammy award-winning singer, who collaborated with Post Malone on her track Levii’s Jeans last year, takes centre stage in the brand's latest campaign, which “celebrates Levi's legacy while pushing creative boundaries.” Directed by Melina Matsoukas, the campaign reimagines iconic Levi's looks and ads, starting with a modern twist on the classic 1985 "Launderette" commercial starring Nick Kamen.
In the original ad, a young man stripped off his Levi's at a laundromat, waiting in his underwear while his jeans are washed. In the updated version, Beyoncé confidently takes the lead, bringing a strong female presence to the ad. Speaking about the campaign, Beyoncé shared: “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. 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 1985 advert featured Kamen stripping to his boxer shorts in an old-fashioned launderette to wash his jeans while a group of female customers looked on as Marvin Gaye’s hit Heard It Through The Grapevine played in the background.
