This collaboration honours the brand&rsquo;s legacy while embracing the forward-thinking vision of one of today&rsquo;s most recognizable personalities.

Grammy-winning vocalist and pop icon Beyonc&eacute; has teamed up with Levi&rsquo;s for an exciting collaboration. Her latest album, Cowboy Carter, explores and redefines Americana, showcasing her artistry and musical prowess through intentional lyricism and vocal mastery. With one of the album&rsquo;s standout tracks, &lsquo;Levi&rsquo;s Jeans,&rsquo; this partnership feels like a natural extension of her artistic vision. Since its inception, Levi&rsquo;s has become one of the most recognizable fashion brands in the world, allowing individuals to explore their sense of style through various leading denim and accessories.&nbsp;&nbsp;
The 'REIIMAGINE' campaign honours the legacy of Levi&rsquo;s while embracing the forward-thinking vision of one of today&rsquo;s most recognizable personalities. &ldquo;I am honoured to work with Levi&rsquo;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,&rdquo; Beyonc&eacute; shared.

With Emmy Award-winning cinematographer Marcell R&eacute;v, the campaign reinterprets classic Levi&rsquo;s ads through a series of chapters, reflecting Beyonc&eacute;&rsquo;s distinctive approach to art, culture, and storytelling. The first installment reimagines Levi&rsquo;s iconic 1985 &ldquo;Laundrette&rdquo; ad, placing Beyonc&eacute; at the center and celebrating the brand&rsquo;s rich legacy as a symbol of self-expression worn by changemakers and icons alike. &ldquo;My song &lsquo;Levi&rsquo;s Jeans&rsquo; celebrates what I believe is the ultimate Americana uniform &mdash; something we all wear with pride,&rdquo; she added.

For the campaign&rsquo;s imagery, Levi&rsquo;s enlisted Mason Poole, who captured a collection of timeless photos marking his first campaign with Beyonc&eacute;. She showcases Levi&rsquo;s classics in these images, including a white Essential Sporty T-Shirt and a pair of 501 &lsquo;90s Women&rsquo;s Jeans. His work for the project adds to Levi&rsquo;s legacy alongside icons like Marlon Brando and Marilyn Monroe.

Kenny Mitchell, global chief marketing officer of the Levi&rsquo;s brand at Levi Strauss &amp; Co., underscored the brand&rsquo;s commitment to driving cultural change. &ldquo;T has and always will be the unofficial uniform for those moving forward in the pursuit of better,&rdquo; Mitchell said, highlighting how Levi&rsquo;s continues to evolve by &ldquo;continuously breaking and building the codes of culture.&rdquo; 
He emphasized that this collaboration with Beyonc&eacute; captures the spirit of reimagination, allowing Levi&rsquo;s to engage with fans in fresh, innovative ways while supporting the growth of its women&rsquo;s business as the definitive denim lifestyle brand.

Beyoncé joins Levi's to launch the ‘REIIMAGINE’ campaign

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