As a fan who has grown up watching Beyoncé break barriers and set new standards for female empowerment, this collaboration between Levi’s and Queen B is nothing short of iconic! Beyoncé’s journey from Destiny’s Child to becoming a global superstar is a testament to her unwavering spirit and the power of self-expression.
Levi’s has formed a partnership with global sensation Beyoncé for their new “REIIMAGINE” initiative, focusing on empowering women and reinventing some of Levi’s timeless designs. In this campaign’s initial phase, Beyoncé takes center stage in a short film inspired by the 1985 advertisement titled “Launderette.
After the debut of “COWBOY CARTER”, Beyoncé’s song “LEVII’S JEANS” has become a favorite among fans, and it is now featured in the campaign soundtrack. The global icon takes on the lead role as Levi’s finds inspiration in the artist’s methods of creating art, influencing culture, and telling stories. The campaign highlights Beyoncé, as Levi’s honors its brand history by using it as a platform for self-expression, worn by icons and change-makers alike.
Beyoncé expressed in a statement that her song “LEVII’S JEANS” salutes what she considers the epitome of American style – something we all wear with great pride. She is thrilled to collaborate with Levi’s® in creating timeless American symbols. Traditionally, denim-on-denim has been associated more with men, so this campaign, which showcases a fresh, feminine perspective on the iconic brand, holds significance for her. She eagerly anticipates discovering creative ways for their visions to intersect, aiming to empower women and acknowledge their strength.
Watch the full campaign above or below.
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2024-10-01 11:26