Fashion Industry, resources
Levi’s Launches 'Reimagine' Campaign Starring Beyoncé
Levi’s announces a new multimedia advertising campaign titled ‘Reimagine’ with Beyoncé. The campaign reinterprets Levi’s iconic advertisements and makes them relevant through the transformative vision of filmmaker Melina Matsoukas.
Levi’s Launches ‘Reimagine’ Campaign Starring Beyoncé
Levi’s launched its new collection on 30 September astride its multimedia campaign “Re-imagine” starring Beyoncé, simultaneously sharing “Chapter 1: Launderette” on its social media platforms. The video reimagines the brand’s 1985 “Launderette” commercial originally starring late Nick Kamen. In Beyoncé’s version, she struts into the laundromat, wearing Levi’s jeans, a white T-shirt, and a denim cowboy hat, while her song “Levi’s Jeans” plays in the background. Walking over to the washing machine, she removes her jeans and nonchalantly tosses them into the machine.
“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss and Co. “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.”
The fully integrated campaign — which includes television, out-of-home, digital, social media, print, and brand activations — kicked off on September 30, 2024 with digital projections in San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin. Conceived in creative partnership with TBWA| Chiat| Day LA and produced by de la revolu?ion| PrettyBird, it draws inspiration from Levi’s heritage while embracing Beyoncé’s influence as an iconic cultural figure.
Beyoncé is no stranger to fashion collaborations having worked with legendary brands Tiffany, Giorgio Armani and Adidas.“My song “Levi’s Jeans” celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” she said. “I am honoured to work with Levi’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. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength.”
The new collection features the outfit Beyonce wears in the campaign, including a reimagined version of Levi’s 501 jeans and the Essential Sporty T-shirt. Per USA TODAY: ‘Beyoncé’s aptly titled song featuring Malone caused a nearly 20 per cent spike in traffic at Levi’s brick-and-mortar stores compared to last year. The brand also said the increase in traffic has caused a jump in Levi’s stock price… ” This surge is not merely a testament to Beyoncé’s star power but highlights a nuanced layer of consumer behaviour — where the intersection of music, fashion and iconic personalities can breathe life into traditional retail formats, creating moments of connection that transcend the convenience of online shopping,” Ewen previously told USA TODAY.’
A cultural movement that refines the boundaries of fashion and music
Levi’s latest campaign with Beyoncé is a cultural movement that redefines the boundaries of fashion, music, and influence. As one of the most iconic brands in the denim industry, Levi’s has long been associated with timeless style and authenticity. By partnering with Beyoncé, an artist whose impact transcends music and touches facets of art, fashion, and culture, Levi’s is taking a bold step forward.
At the centre of this campaign is Beyoncé herself, a global superstar whose influence is unrivalled. Acclaimed for her powerful presence and her ability to shape trends, she perfectly embodies the spirit of Levi’s—fearless, authentic, and unapologetically bold. With her signature style and global appeal, Beyoncé brings energy and visibility to Levi’s, connecting the brand with a diverse audience and placing it squarely at the heart of modern pop culture.
The campaign isn’t just about denim—it’s about celebrating empowerment and self-expression. By aligning with Beyoncé, Levi’s is sending a message: this is more than clothing; it’s a lifestyle, a statement of individuality, and a call to embrace one’s own strength and style.
Levi’s aims to grow its influence among women by positioning itself as the go-to brand for denim, no longer just a symbol of classic American style, but the definitive denim lifestyle brand for modern women. In essence, the Levi’s and Beyoncé partnership is a masterstroke in brand storytelling, merging the legacy of one of the world’s most recognized brands with the star power of a cultural icon.
Levi Strauss and Co. witnesses robust growth
Levi Strauss and Co. is one of the world’s leaders in jeans. The company designs and markets jeans, casual wear and accessories under the Levi’s, Dockers, Signature by Levi Strauss and Co, Denizen and Beyond Yoga brands. Its products are sold in more than 110 countries worldwide through chain retailers, department stores, online sites, and a global footprint of roughly 3,300 brand-dedicated stores and shop-in-shops.
Levi Strauss and Co. ‘s financial results for the second quarter ended May 26, 2024 were in line with company expectations. Net Revenues of $1.4 billion were 8 per cent higher on a reported basis and 9 per cent higher on a constant-currency basis versus Q2 2023.
“We delivered another strong quarter driven by the Levi’s brand’s prominence at the centre of culture, a robust pipeline of newness and innovation, and continued momentum in our global direct-to-consumer channel. Our amplified focus on women’s and denim lifestyle is delivering outsized growth and driving meaningful market share gains,” said Michelle Gass, President and CEO of Levi Strauss and Co.
“We are pleased to have delivered earnings that significantly exceeded expectations for a second consecutive quarter. The structural economics of our business continue to strengthen driven by record gross margins resulting in improved profitability across both DTC and wholesale and lower than expected inventory,” said Harmit Singh, Chief Financial and Growth Officer of Levi Strauss & Co. “The strength in our business fueled by our expanded product portfolio increases our total addressable market and gives us confidence in our ability to drive long-term shareholder value.
