Levi’s has enlisted global superstar Beyoncé for its latest advertisement, following the release of “Levii’s Jeans,” a song from her 2024 album Cowboy Carter.

Leveraging Beyoncé’s legendary status, the campaign – titled “Reimagine” – draws inspiration from a variety of classic Levi’s styles and ads.

The first video, shot by Emmy award-winning cinematographer Marcell Rév, pays homage to the famous 1985 Levi’s “Launderette” ad.

“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better,” said Kenny Mitchell, Levi’s global chief marketing officer.

“We believe a key part of that is continuously breaking and building the codes of culture.”

“In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand,” he added.

The fully integrated campaign will be featured across television, OOH, digital, social media, print, brand activations, and exclusive product releases, with digital projections in major cities including London, Paris, New York, Chicago, Berlin and Atlanta.