Following last week’s teaser, Levi’s has officially unveiled its collaboration with Beyoncé in the highly anticipated ‘REIIMAGINE‘ campaign. This partnership, inspired by her track “LEVII’S JEANS” from the critically acclaimed Cowboy Carter album, reshapes Americana through Beyoncé’s visionary lens.
Beyoncé stars as the face of the campaign, blending Levi’s rich heritage with her forward-thinking artistry. By fusing elements of culture, art, and storytelling, she reinterprets iconic Levi’s styles and advertisements, infusing them with a modern twist.
The first chapter revisits Levi’s legendary 1985 “Launderette” ad, which famously featured Marvin Gaye’s “I Heard It Through the Grapevine.” In this refreshed version, Beyoncé takes center stage, honoring Levi’s legacy as a symbol of self-expression and individuality for generations of cultural trailblazers.
With Beyoncé at the helm, REIIMAGINE celebrates Levi’s timeless impact while boldly stepping into the future, solidifying its role as a canvas for creativity and self-expression.
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