Renowned denim brand Levi’s collaborates with Beyoncé for an innovative campaign.
- The campaign, titled ‘re-imagine,’ is directed by filmmaker Melina Matsoukas.
- Beyoncé recreates Levi’s iconic 1985 ad ‘Launderette’ with a modern twist.
- Digital projections launched the campaign in major cities worldwide.
- The collaboration aims to celebrate women’s empowerment and iconic perspectives.
Levi’s, a leading name in the denim industry, has teamed up with global superstar Beyoncé to launch an exciting new campaign called ‘re-imagine,’ overseen by the visionary filmmaker Melina Matsoukas. This collaboration aims to breathe new life into some of Levi’s most memorable advertisements by infusing them with contemporary perspectives and artistic flair.
A highlight of the campaign is Beyoncé’s recreation of Levi’s groundbreaking 1985 ad, ‘Launderette.’ Set to the classic tune ‘I Heard it Through the Grapevine,’ this reinterpretation offers a fresh take on an advertisement that has attained legendary status in the fashion industry.
To mark the campaign’s commencement, Levi’s orchestrated an ambitious digital projection event across several key global cities including San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin on 30th September. This serves not only as a promotional activity but also as a modern way to engage audiences with Levi’s storied history through a contemporary lens.
Beyoncé herself expressed her enthusiasm for the project stating, ‘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.‘ These comments underline the campaign’s focus on highlighting women’s empowerment and expanding the narrative around denim.
Kenny Mitchell, the global chief marketing officer at Levi Strauss & Co, also shared insights into the motives behind the collaboration, ‘In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.‘ This sentiment reflects Levi’s commitment to evolving its brand identity while reinforcing its position as a leader in denim fashion.
This collaboration between Levi’s and Beyoncé marks a significant step in celebrating women’s perspectives and creating a fresh narrative in the denim industry.
