A 1985 Levi’s ad is reimagined as part of a new campaign starring Beyoncé, who earlier this year recruited Post Malone for the denim-celebrating Cowboy Carter track “LEVII'S JEANS.”
Key to this modern tweaking is filmmaker Melina Matsoukas, whose name fans should recognize from the “Formation” video back in 2016. The larger campaign, spanning everything from the inaugural film chapter above to a series of legacy-continuing images, is also made possible thanks to the artists prowess of cinematographer Marcell Rév and photographer Mason Poole.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said in press notes for the campaign launch, which will also see “exclusive products” incorporated. “I am honored to work with Levi’s to create quintessential American iconography. 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. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
As in the original “Launderette” ad serving as inspiration here, Beyoncé is seen walking into a laundromat, at which point she takes off her pair of Levi’s and tosses them in the wash. Naturally, “LEVII’S JEANS” provides the soundtrack.
Per press notes, the Bey-centered campaign was made possible thanks to a creative partnership between Levi’s and TBWA\Chiat\Day Los Angeles. The campaign is produced by de la revolućion/PRETTYBIRD.
Worn by the 32-time Grammy winner in the new campaign video are the 501 90s Women’s Jeans, which Levi’s have paired here with their Essential Sporty T-Shirt for a deceptively simple yet always-on look that’s hard to argue with, regardless of era.
Presumably, there’s much more to come from Beyoncé and Levi’s. Stay tuned.
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