Beyoncé Stars in New Levi’s Campaign “REIMAGINE”

Levi’s has officially launched its latest “REIMAGINE” campaign, featuring none other than global icon Beyoncé as the star. This campaign is all about reinterpreting some of Levi’s most iconic looks while promoting female empowerment. In the first chapter, Beyoncé takes on the leading role in a short film that nods to Levi’s famous 1985 “Launderette” advertisement.

After the release of COWBOY CARTER, Beyoncé’s track “LEVII’S JEANS” has become a fan favorite and now serves as the soundtrack for this campaign. The project highlights Beyoncé as Levi’s muse, aligning the brand’s rich heritage with her influence in art, culture, and storytelling. The campaign showcases Levi’s denim as a timeless symbol of self-expression worn by icons and changemakers alike.

n her statement, Beyoncé emphasized, “My song ‘LEVII’S JEANS’ embodies what I see as the ultimate American uniform — something that reflects our pride. Collaborating with Levi’s® is an honor as we create a modern take on iconic American imagery. Traditionally, denim on denim has been viewed from a male perspective, so this campaign is a powerful reimagining, celebrating women’s strength and perspective.”

This collaboration marks an exciting chapter for Levi’s as it continues to connect with new generations through both fashion and culture.