In several major cities in America and Europe, a few nights ago, a lady appeared after dark wearing old-school jeans, a leather belt with a chunky buckle, and a white t-shirt. Even though her face cannot be seen, the silhouette gives her away: it’s pop icon Beyoncé, who is currently redefining the image of the American stereotype with country sounds, blonde hair, and her own whiskey brand.
The collaboration with Levi’s couldn’t be more fitting. Few other clothing brands are as intertwined with the American identity as Levi’s. However, the traditional brand also needs to reinvent itself – a job that Beyoncé seems to have taken on not just for the paycheck: „Denim on denim has often been viewed through a male perspective, so this reimagined campaign that celebrates the iconic female point of view is important to me,“ says the artist.
The campaign, titled „Reimagine,“ is so multifaceted that it almost merges with Beyoncé’s persona and art. Part of it is Beyoncé’s new song „Levi’s Jeans,“ a feature with Post Malone, which can be found on her new album „Cowboy Carter,“ a kind of country reinterpretation. The song also plays in the background of the campaign’s first commercial, which is reminiscent of the „Launderette“ commercial from 1985.
For the out-of-home launch of the campaign, Levi’s utilizes projections on building walls in cities like San Francisco, Houston, New York, Paris, London, and Berlin. The choice of these projections is clever for two reasons: they have an old-school charm unlike LED screens, which perfectly aligns with Levi’s aesthetic. Additionally, the campaign coincides with the start of the dark season, making the projections stand out in cities in the northern hemisphere.
But this is just the beginning. More short films and out-of-home activations are set to follow. Levi’s developed and produced the entire campaign in collaboration with TBWA\Chiat\Day LA.
As Beyoncé continues to break boundaries and redefine cultural norms, her collaboration with Levi’s is a testament to the power of artistic expression and fashion. This partnership not only celebrates individuality and creativity but also highlights the importance of embracing diversity and inclusivity in the fashion industry. It serves as a reminder that fashion is more than just clothing – it is a form of art that can inspire, empower, and unite people from all walks of life. Beyoncé’s influence as a global icon extends beyond music, leaving a lasting impact on the world of fashion and culture.
