Levi’s launches new campaign featuring Beyoncé

Levi’s has unveiled its latest campaign, “REIIMAGINE,” starring global icon Beyoncé, reaffirming the brand's long-standing connection with culture and innovation. The campaign, which follows the release of Beyoncé’s hit track “LEVII’S JEANS” from her acclaimed album COWBOY CARTER, celebrates both the legacy of Levi’s® and Beyoncé’s influential role in modern culture.
Inspired by Beyoncé’s unique approach to art and storytelling, the “REIIMAGINE” campaign breathes new life into some of Levi’s® most iconic advertisements. The campaign's first film revisits the brand’s famous 1985 “Launderette” ad, which helped revive Marvin Gaye’s “I Heard It Through the Grapevine” on the Billboard charts. This modern take places Beyoncé at the forefront, highlighting Levi’s® enduring role as a symbol of self-expression for changemakers and cultural icons.

The comprehensive campaign spans television, out-of-home media, digital platforms, social media, print, brand activations, and exclusive products. It kicked off with digital projections in key cities like San Francisco, New York, Chicago, Paris, and London, offering fans a preview of the campaign. On September 30, the campaign will expand globally with high-impact out-of-home launches.
Kenny Mitchell, Global Chief Marketing Officer at Levi Strauss & Co., stated, “Levi’s has always been the unofficial uniform for those pushing forward in pursuit of something better. Our collaboration with Beyoncé explores the power of reimagination, allowing us to connect with fans in new ways and further solidify Levi’s® position as the definitive denim lifestyle brand, especially among women.”
With this campaign, Levi’s continues to blend its rich heritage with a forward-looking vision, cementing its place at the heart of cultural conversations.