Beyoncé Unleashes a Stunning New Look for Levi’s in New Commercial

Beyoncé is elegantly presenting her cowgirl look in the newly released Levi’s “REIIMAGINE” campaign.

Directed by Melina Matsoukas, this initiative reinterprets a variety of classic Levi’s styles and advertisements. According to VIBE, the inaugural segment, which debuted worldwide on Monday, September 30, at midnight ET, draws inspiration from the iconic 1985 “Laundrette” advertisement that propelled “I Heard It Through the Grapevine” to the top of the Billboard charts. In this installment, Beyoncé is depicted entering a laundromat, where she changes into her pristine white Levi’s briefs and cleans her form-fitting jeans.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé conveyed in a statement. “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.”

Future advertisements are expected to highlight additional classic Levi’s styles, such as Western wear, trucker jackets, and shorts, according to WWD.

Kenny Mitchell, Levi’s global chief marketing officer, commented on the collaboration with Beyoncé. “This campaign is celebrating two icons,” Mitchell stated. “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 Beyoncé’s Levi campaign video below!