BEYONCÉ IS THE FACE OF THE NEWEST LEVI’S CAMPAIGN ‘REIIMAGINE’

After a cheeky wink at the legendary denim brand in her country album ‘Cowboy Carter”, music icon Beyoncé leads its new campaign ‘REIIMAGINE’ with her usual magnetic aura. Her song ‘LEVII’S JEANS’ was a celebration of the ultimate Americana uniform, something timeless that every American can identify with. It was also important for the singer to re-appropriate this narrative from a female perspective, and to move things forward. Reinterpreting seven cult advertisement of the brand’s history, bringing a contemporary twist to these images.

Having a legacy of dressing the workers and middle-class, Levi’s boasts of being the unofficial uniform of the dreamers and the bolds, actively deconstructing the codes of culture to erect new ones. This campaign testifies of Levi’s constant engagement for change, considering the importance of Black Women representation in country music. The campaign comprises digital, social media, exclusive products and brand activations all around the world, teasing the fans about the upcoming campaign. A promotional film has been released recently, directed by Emmy Award winning cinematographer Marcell Rév. So put on you cowboy boots and enjoy the wild ride!

Watch the promotional video of the Levi’s X Beyoncé collaboration here.