SAN FRANCISCO, September 30, 2024–(BUSINESS WIRE)–The Levi’s^® The brand today announced a new campaign featuring global icon Beyoncé. Following the release of “LEVII’S JEANS” – a popular track from “COWBOY CARTER”, the critically acclaimed album that explores and redefines Americana – Beyoncé takes on the role of protagonist in “REIIMAGINE”, a campaign inspired by the legacy of Levi’s inspired^® Brand and the forward-thinking vision of one of the most influential figures in modern culture, reaffirming the brand’s enduring place at the center of culture.

The campaign draws inspiration from Beyoncé’s innovative approach to art, culture and storytelling and reimagines classic Levi’s^® Looks and films. In a series of chapters, the new campaign reinterprets several Levi’s^® the brand’s most iconic commercials and brings them into the modern era through the transformative vision of acclaimed filmmaker Melina Matsoukas. The first film – inspired by “Launderette,” the 1985 ad that famously put “I Heard It Through the Grapevine” back on the Billboard charts – puts Beyoncé front and center and celebrates Levi’s^® The brand’s legacy as a canvas for self-expression, worn by changemakers and icons alike.

“I think my song ‘LEVII’S JEANS’ celebrates the ultimate Americana uniform – something we all wear with pride,” said Beyoncé. “It is an honor to work with Levi’s^® to create the typical American iconography. Denim on denim has often been seen through a male lens, so this reinterpretation of the campaign that celebrates the iconic female perspective is important to me. I look forward to exploring innovative ways to unify our visions to empower women and celebrate their strength.”

“The Levi’s^® The brand has been and remains the unofficial uniform for those who move forward in search of something better. We believe a key part of this is continually breaking and evolving the codes of culture,” said Kenny Mitchell, Levi’s Global Chief Marketing Officer^® Brand at Levi Strauss & Co. “In collaboration with Beyoncé, With this campaign, we explore the power of reimagination to help us connect with our fans in new ways and support the growth of our women’s business as the definitive denim lifestyle brand.”

The fully integrated campaign – which will include television, out-of-home, digital, social media, print, brand activations and exclusive products – launched with digital projections in key markets including San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin are causing a stir and giving fans a little insight into the upcoming campaign. On September 30th, an impactful out-of-home product will launch around the world to inaugurate Levi’s^® and Beyoncé campaign.

The first film was brought to life through the lens of Marcell Rév, an Emmy Award-winning cinematographer. Outside the immersive visual world of the film, the Levi’s^® The brand collaborated with photographer Mason Poole, who captured a collection of timeless campaign images, adding to Levi’s canon of incredible photographs of icons^® Jeans, from Marlon Brando to Marilyn Monroe – and now Beyoncé. The campaign was conceived in creative collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.

To see the latest global campaign content and stay up to date with the campaign, visit levi.com and follow @levis on Instagram and TikTok. The full version of the film can be found on YouTube.

About the Levi’s^® brand

The Levi’s^® The brand embodies classic American style and effortless cool. Since its invention by Levi Strauss & Co. in 1873, Levi’s^® Jeans have become one of the most recognizable pieces of clothing in the world – capturing people’s imagination and loyalty for generations. Today the Levi’s^® The brand portfolio continues to evolve through a tireless pioneering and innovative spirit that is unparalleled in the clothing industry. Available in more than 110 countries, our range of leading denims and accessories enable people around the world to express their personal style. More information about Levi’s^® For more information about the brand, its products and stores, visit levi.com.

About Levi Strauss & Co.

Levi Strauss & Co. is one of the world’s largest branded clothing companies and a leading global denim manufacturer. The company designs and markets jeans, casual clothing and related accessories for men, women and children under the Levi’s brand^®Dock workers^®Levi Strauss Signature™ and Beyond Yoga^® Brands. Its products are sold in more than 110 countries worldwide through a combination of retail chains, department stores, online sites and a global presence of approximately 3,200 branded stores and shop-in-shops. Levi Strauss & Co.’s net sales were $6.2 billion in 2023. For more information, visit http://levistrauss.com. Company news and announcements can be found at http://investors.levistrauss.com.

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Contacts

Elizabeth Owen
Levi Strauss & Co.
(415) 501-7777
[email protected]