Beyoncé Leads Levi’s New “Reiimagine” Campaign
Levi’s has partnered with Beyoncé for its latest campaign, “Reiimagine,” which reinterprets the brand’s iconic advertisements. The first chapter of the campaign showcases a gender-flipped version of the 1985 “Launderette” ad, with Beyoncé in the lead role and Melina Matsoukas directing. The campaign includes television, digital, out-of-home, social media, print, brand activations, and exclusive product releases, aimed at keeping Levi’s culturally relevant.
This partnership follows Beyoncé’s song “Levii’s Jeans” from her March country-inspired album “Cowboy Carter,” which alluded to Levi’s cultural significance. The campaign, created by agency TBWA\Chiat\Day LA and produced by de la Revolućion/Prettybird, marks a new chapter for Levi’s that will roll out across a variety of traditional and digital channels, with global reach including major markets like New York, London, and Paris.
A New Look at Denim Culture
Levi’s latest move connects the brand with Beyoncé’s influence in music, art, and fashion. The campaign aims to boost Levi’s women’s business as the “definitive denim lifestyle brand.” According to Levi Strauss & Co.’s Global Chief Marketing Officer Kenny Mitchell, Levi’s has always been about pushing cultural boundaries and redefining the codes of culture.
The campaign teased fans with an Instagram post promising “A New Chapter,” featuring a silhouette resembling Beyoncé. In the ad, Beyoncé reimagines the original “Launderette” spot, confidently stepping into the role of the male model from 1985. This gender-flipped perspective aims to redefine how denim is perceived, especially through a female lens, which is significant for Beyoncé.
Bringing “Reiimagine” to Life
Directed by long-time Beyoncé collaborator Melina Matsoukas, with cinematography by Emmy Award-winner Marcell Rév, the campaign also features work by photographer Mason Poole. This fully integrated effort kicked off with digital projections in key markets worldwide and will continue with additional out-of-home elements launching globally.
Levi’s previously debuted “The Floor Is Yours” campaign in March, just before “Cowboy Carter” was released. This earlier campaign introduced Levi’s as the “unofficial uniform” for progress, the first work by TBWA\Chiat\Day after becoming Levi’s agency of record.
Levi’s at the Center of Pop Culture
Levi Strauss & Co. reported an 8% year-over-year increase in net revenues for Q2, with a 17% growth in the Americas. CEO Michelle Gass attributed this to Levi’s presence at the “center of culture,” and the partnership with Beyoncé aims to strengthen this positioning further.
Levi’s isn’t alone in looking to boost its denim game through country-inspired campaigns. Competitor Wrangler recently launched its first global advertising campaign with a renewed focus on its Western heritage.
Leave a Reply