Yes! Beyonce Is The Newest Face Of Levi's Jeans

Levi’s has unveiled an exciting new campaign featuring global superstar Beyoncé. This initiative follows the release of her track “LEVI'S JEANS” from the acclaimed album “COWBOY CARTER,” which reexamines Americana themes. In the campaign titled “REIIMAGINE,” Beyoncé takes center stage, honoring the rich heritage of Levi’s while reflecting the visionary spirit of one of today’s most influential cultural icons, solidifying the brand’s significant role in contemporary culture.

Presented in a series of chapters, the campaign modernizes some of the brand’s most memorable ads through the creative lens of renowned filmmaker Melina Matsoukas. The inaugural film pays homage to the iconic “Launderette” ad from 1985, which famously brought “I Heard It Through the Grapevine” back to the top of the charts, with Beyoncé at the forefront, highlighting Levi’s legacy as a medium for self-expression embraced by trailblazers and icons.

“My song ‘LEVI’S JEANS’ is a tribute to what I consider the ultimate Americana uniform, something that everyone wears with pride,” Beyoncé shared. “Collaborating with Levi’s to create timeless American imagery is an honor. Denim on denim has often been viewed through a male perspective, so this campaign, which highlights the iconic female viewpoint, is particularly meaningful to me. I am excited to explore new ways for our visions to align in empowering women and celebrating their strength.”

Kenny Mitchell, global chief marketing officer of Levi’s at Levi Strauss & Co., remarked, “Levi’s® has always represented the unofficial uniform for those striving for progress. A vital part of that journey is continuously reshaping the cultural landscape. In partnership with Beyoncé, we delve into the essence of reimagination through this campaign, aiming to connect with our audience in fresh ways and enhance our women’s business as the leading denim lifestyle brand.”

Stay tuned to see more from this campaign.