Levi’s Partners with Beyoncé for the ‘Reiimagine’ campaign, reinterpreting some of the brand’s most iconic advertisements. The campaign starts with an updated version of Levi’s 1985 commercial, which originally featured “a young man in a laundromat waiting in his underwear while his jeans were washed—in the new version, Beyoncé steps into the spotlight, presenting a confident and empowered female lead.”

In relation to the collaboration, Beyoncé shared that her song “Levii’s Jeans” celebrates Levi’s as a timeless symbol of American fashion, highlighting its enduring appeal. The Reiimagine campaign aims to evoke classic American imagery across television, digital, social media, print, and exclusive product offerings. It was introduced through “teasers on Instagram and digital projections in cities like San Francisco, New York, and Berlin.” Future campaign releases will feature additional iconic Levi’s styles, including Western wear and trucker jackets

Image Credit: Levi’s



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