Beyoncé and Levi’s have collaborated on an initiative called “Reiimagine”, aimed at breathing new life into Levi’s timeless designs and marketing materials.
Leading the campaign is a modern interpretation of the legendary 1985 “Launderette” ad, featuring the award-winning performer’s mesmerizing presence.
Entering the renovated laundromat, Beyoncé stripped off her outer layer to reveal a pair of striking Levi’s boxer briefs, paying homage to the iconic Nick Kamen.
Filled with sounds from Beyoncé’s song “Levii’s Jeans,” the visual narration was done by director Melina Matsoukas, who is known for her close relationship with the music legend.
The campaign goes beyond aesthetics and also delves into important social messages. Beyoncé emphasized the importance of embracing the female perspective in denim fashion, challenging narratives that have historically been dominated by men.
She is said to aim to uplift women by offering a new perspective and celebrating their resilience and uniqueness.
According to the YouTube video description, “For generations, originals, rebels, visionaries and hard workers have made waves in our denim.”
“Today, we add a new chapter to the story with a trailblazer. Join us as we re-imagine the iconic stories of our past with Beyoncé. The Journey This process has just begun.”
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The “Texas Hold ‘Em” singer also said in a statement: “My song ‘Levii’s Jeans’ celebrates the ultimate Americana ensemble.”
“Denim on denim is often viewed through a male lens, so this campaign that reimagines this iconic female perspective was important to me.”
Launching in phases, the upcoming “Re-Imagine” initiative will include various components such as TV spots, online materials, social media interactions, print ads and meetings remove vivid branding.
After watching the video, fans went crazy. One YouTube comment said: “Being a Beyonce fan means staying up late to wash her jeans and show gratitude.”
Another said: “They should have advertised underwear. They would have paid more attention to it,” while a third said: “This is so iconic.”
Beyoncé’s latest venture with Levi’s is a significant achievement for the iconic singer, following the end of her collaboration with Adidas’ Ivy Park collection.
This also comes after she faced disappointment at the Country Music Awards when her album “Cowboy Carter” did not receive any nominations.
Despite receiving the highest number of nominations among female artists, Beyoncé also left empty-handed at the recent People’s Choice Country Awards.
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Tags Beyonce, Beyonce Knowles