Levi’s Taps Beyoncé To Flaunt Its Denim In Recreation Of Classic 1985 Ad

Video screenshots via Levi’s

Beyoncé wears the pants as the first in Levi’s REIIMAGINE campaign, where the fashion label—alongside tastemakers—gives its classic ads and looks a fresh spin.

Speaking of spinning, the initiative kicks off in a laundromat, with the queen of pop stripping down to her underwear and placing her denim in the wash. The film features and draws inspiration from Beyoncé’s Levii’s Jeans from her new, critically acclaimed Cowboy Carter album, which explores concepts of Americana.

Image via Levi Strauss & Co

REIIMAGINE is set to unfold in a series of chapters. Each installment will breathe new life into some of Levi’s most memorable advertisements, with acclaimed filmmaker Melina Matsoukas behind the camera.

The first spot in the project, starring Beyoncé, pays homage to the 1985 Launderette 501 advertisement, which famously sent Marvin Gaye’s I Heard It Through the Grapevine climbing the charts once again.

Kenny Mitchell, Levi’s global chief marketing officer, sees the campaign as a way to forge stronger connections with fans while boosting the brand’s women's business. “The Levi’s brand has always been the unofficial uniform for those moving forward in the pursuit of better,” he notes.

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

Video screenshots via Levi’s

The singer asserts: “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.”

Fans can shop the pieces seen in the denim-stacked music video here.

[via WWD, Fashion United, Houston Chronicle, images via Levi Strauss & Co]