The formerly teased collaboration between denim specialist Levi’s and Grammy-winning singer Beyoncé has finally been discovered. For ‘Reimagine’, Beyoncé takes the middle stage in a campaign stimulated by Levi’s legacy, reimagining classic looks and films previously released by the brand. Follow us here at Nordic Hamstring Curls
With help from Emmy Award-winning cinematographer Marcell Rév, the campaign follows a series of chapters through which it will reinterpret iconic advertisements including ‘Laundrette’, a 1985 ad that has influenced the first unveiled film. This was conveyed by imagery by photographer Mason Poole, who has formerly worked with Levi’s on campaigns highlighting stars like Marilyn Monroe and Marlon Brando.
The sequence will also go past the film to feature via television, out-of-home, digital, and social media, amongst other formats, leaning in on the buzz that arose upon the release of Beyoncé’s song ‘Levii’s Jeans’, track 17 on Beyonce eighth studio album ‘Cowboy Carter’. The song ignited speculation about a possible collaboration between Levi’s and Beyoncé, particularly as the brand’s CFO, Harmit Singh, later credited the singer with helping boost customer traffic and stock price following the shout-out.
Related: Introducing Wrangler's Remarkable Collection with Lainey Wilson
Related: Bottega Veneta Just Dropped a Collection of Iconic Gen Z Animal Beanbag Chairs
In an interview with Yahoo Finance back in April, Singh said Beyoncé was at the “center of culture”, a mentality that Levi’s ultimately envisioned to capture in this new campaign. Speaking on its release, Beyoncé said: “My song ‘LEVII’S JEANS’ rejoices what I believe is the ultimate Americana uniform — something we all wear with pride. I am flattered to work with Levi’s to create prototypical American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which rejoices the iconic female viewpoint, is important to me. I look forward to exploring groundbreaking ways for our visions to align in empowering women and honoring their strength.”