When Beyoncé released COWBOY CARTER, expectations were sky-high. All of them were met. Among the tracks was LEVII’S JEANS, and we anticipated that Levi’s, the most iconic denim brand, would eventually do something to collaborate with the American singer and solidify the connection between the two. The news arrived just yesterday, with Beyoncé stepping into the role of the protagonist for REIIMAGINE, a Levi’s campaign inspired by the brand’s heritage through the vision of one of the most celebrated singers in American music history.

Do you remember when we talked—over a year ago—about the return of boxer shorts? On that occasion, we revisited one of the most famous commercials of all time, the 1985 laundromat ad. The same ad that Levi’s, together with Beyoncé, is reimagining today, in 2024, as the first chapter of the REIIMAGINE campaign. The commercial, updated for modern times, becomes an effective medium to celebrate Levi’s legacy as a blank canvas for self-expression, worn by both ordinary people and icons.

This first chapter of the campaign was directed by Marcell Rév, while the campaign photos were taken by Mason Poole, adding another piece to the archive of celebrities who wear (and have worn) Levi’s. The campaign—which includes TV, out-of-home advertising, digital, social media, brand activations, and exclusive items—was launched with digital projections in key markets such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, generating interest and giving fans a preview of the upcoming campaign.