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The initial collaboration between Beyoncé and Levi’s debuted on Monday (Sept. 30). The duo opted to reinvent some of the iconic advertisements, kicking off with a contemporary take on the brand’s 1985 “Launderette” commercial, featuring Nick Kamen.
In the advertisement, Beyoncé sauntered into a laundromat — donning her blonde locks — before effortlessly shedding her outfit down to a pair of Levi’s boxer shorts, all while onlookers observed. Appropriately, “LEVII’S JEANS” from COWBOY CARTER played in the background.
“For many years, originals, rebels, visionaries, and diligent workers have made their mark in our denim. Today, we pen a new chapter in this narrative alongside a fellow pioneer,” the brand articulated in the description of its YouTube clip.
“My track ‘LEVII’S JEANS’ pays tribute to what I consider the epitome of American attire — something we all wear with pride. I am grateful to collaborate with Levi’s to create timeless American imagery,” Beyoncé expressed in a press release. “Denim paired with denim has frequently been viewed through a male perspective, so this campaign, which honors the powerful female viewpoint, holds great significance for me. I am excited to discover inventive ways for our visions to unite in empowering women and celebrating their resilience.”
The alliance is expected to introduce various digital and print initiatives alongside exclusive merchandise. For the time being, fans can shop for Beyoncé’s outfits featured in the advertisement on the Levi’s website. She donned the Essential Sporty T-Shirt in white paired with 501 ’90s Women’s Jeans.
Levi’s CMO Kenny Mitchell added, “In partnership with Beyoncé, we delve into the strength of reinvention through this campaign, allowing us to engage with our audience in fresh ways while fostering the growth of our women’s line as the definitive denim lifestyle label.”
Information regarding future releases remains confidential. Meanwhile, the “TEXAS HOLD ‘EM” artist has been busy promoting her newly launched whiskey brand, SirDavis.