Hold onto your jeans, because Beyoncé is back at it again, and this time, she’s teamed up with Levi’s to completely reimagine their classic “Launderette” ad from 1985. Yup, the same ad that had an entire generation humming Marvin Gaye’s “I Heard It Through the Grapevine” and dreaming about Levi’s 501 jeans has now received a royal upgrade — courtesy of the Queen herself.
Denim, Beyoncé, and the Ultimate Americana Vibe
We all know Beyoncé isn’t one to just wear clothes; she makes statements. And this new partnership with Levi’s is exactly that: a bold, fabulous reimagining of what the ultimate Americana uniform looks like today. You’ve heard her latest track “LEVII’S JEANS” from the critically acclaimed album Cowboy Carter, right? Well, she’s taken that cowboy-meets-modern-Americana energy and brought it to life in Reimagine, Levi’s brand-new global campaign that pays homage to their rich history while making sure the future is Bey-approved.
In this campaign, directed by the ever-talented Melina Matsoukas, Beyoncé stars as the denim-clad protagonist, turning the classic 1985 Launderette ad into a modern anthem of self-expression. This time, instead of watching a dude strip down at the laundromat (looking at you, Nick Kamen), we get Beyoncé strutting her stuff, giving us denim-on-denim realness with a side of empowerment.
“LEVII’S JEANS” Gets a Visual Upgrade
Let’s talk music! Instead of the nostalgic sounds of Marvin Gaye, we’re now grooving to “LEVII’S JEANS,” Beyoncé’s collaboration with Post Malone. The track gives a whole new feel to the iconic laundromat setting, and honestly, who else could make doing laundry look this good? Bey described the campaign as a way to reframe denim from a “male lens” to something that celebrates strong, iconic women — and let’s be real, no one does that better than Queen Bey.
“Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me,” Beyoncé shared. Leave it to her to take something as classic as a pair of Levi’s and turn it into a statement of power and femininity.
This isn’t just about a commercial; it’s a full-on cultural reset. The Reimagine campaign isn’t limited to your TV screen — Levi’s is rolling out digital projections in cities like New York, Atlanta, Paris, and London, giving fans sneak peeks into this denim-drenched world. And it doesn’t stop there: prepare for out-of-home billboards, social media domination, and exclusive products to hit the shelves.
What’s Next for Bey and Levi’s?
With this only being Chapter 01 of the campaign, we can’t wait to see what comes next. More iconic ads reimagined through Beyoncé’s visionary lens? Exclusive Levi’s collections that’ll have us all rushing to stores? Who knows! But one thing’s for sure: Beyoncé and Levi’s are just getting started, and we are 100% here for it.
So, dust off your favorite pair of jeans, crank up “LEVII’S JEANS,” and get ready to reimagine the world of denim — Queen Bey style.
