LEVI'S REIIMAGINE
4 images Created 30 Sep 2024
September 30, 2024-Levi’s® Launches New Global Campaign Featuring Beyoncé
The Levi’s® brand today announced a new campaign with global icon
Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign
reimagines classic Levi’s® looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s® brand’s most iconic advertisements, bringing them into the modern era through the transformative vision of celebrated filmmaker Melina Matsoukas. The first film — inspired by “Launderette,” the 1985 ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts — places Beyoncé center stage and celebrates the Levi’s® brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
Photos by Mason Poole.
The Levi’s® brand today announced a new campaign with global icon
Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign
reimagines classic Levi’s® looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s® brand’s most iconic advertisements, bringing them into the modern era through the transformative vision of celebrated filmmaker Melina Matsoukas. The first film — inspired by “Launderette,” the 1985 ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts — places Beyoncé center stage and celebrates the Levi’s® brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
Photos by Mason Poole.