Beyoncé recruited for Levi’s nostalgic ‘REIIMAGINE’ campaign
Levi’s, has tapped US music star Beyoncé to star in its latest global campaign, inclusive of Australia.
Playing off the singer’s 2024 song she shares with rapper Post Malone – LEVII’S JEANS from her eighth studio album, the country, genre-bending Cowboy Carter – the ‘REIIMAGINE’ campaign reworks “classic Levi’s looks and films” through a number of chapters, reinterpreting the brand’s iconic advertisements for a modern audience “through the transformative vision of” Melina Matsoukas – a filmmaker who directed the music video for Beyoncé’s Formation in 2016.
The platform’s first chapter, ‘Laundrette’, is a reimagining of the brand’s 1985 commercial. This time, the Crazy in Love hitmaker is at the centre of a 30-second spot that sees her enter a laundromat to wash her Levi’s, while her aforementioned track plays over the top.
