Levi’s “Reiimagine” campaign is bringing back its classic ads, now featuring Beyoncé. Rumors about this collab have been circulating since Beyoncé mentioned the brand in her country album on the aptly named track “Levii’s Jeans.” Now, the song serves as the soundtrack for the first chapter of the pop-culture campaign. For the first installment, Beyoncé recreated the iconic “Launderette” scene from Levi’s 1985 ad, shedding her jeans and waiting for them to wash while others stare, mimicking the original male model. The campaign positions Levi’s as the “definitive denim lifestyle brand” for women particularly, as even Beyoncé notes in press “Denim on denim has often been seen through a male lens.” (Retail Dive)
📊 YPulse data: Music celebrities are the top kind of celeb 13-39-year-olds would like to see as a spokesperson for a brand
