Beyoncé stars in new Levi's campaign

It’s time to rediscover the figures of the cowboy and cowgirl, but most importantly, to pull out our favorite pair of Levi’s jeans from the closet. Many are bringing this music and aesthetic back to life, from Bella Hadid to Lana Del Rey, from Post Malone to Pharrell Williams, all the way to Beyoncé, who, with her latest album, Cowboy Carter, offers 27 tracks that showcase her take on country music. Among the standout songs is Levii's Jeans, an ultra-pop, sensual duet with Post Malone, where Bey sings, "Boy, I’ll let you be my Levi’s jeans / So you can hug that ass all day long", paying homage to one of the few brands that supported her at the start of her career, when she was just a young and talented, but unknown girl. Queen B has more than returned the favor, giving the brand a new injection of vitality and popularity. After the single's release, thanks to the so-called Beyoncé Bump, Levi’s stock surged by 20%. Considering these numbers, it was almost inevitable that Beyoncé and the American brand would join forces for a project.

Beyoncé revisits Levi's most iconic campaigns

Levi's chose Beyoncé as the face of REIIMAGINE, a campaign inspired by the brand's heritage, reaffirming its place at the center of culture. The project, divided into chapters, reinterprets some of Levi's most iconic advertisements, updated through Bey's presence and the transformative vision of director Melina Matsoukas. Beyoncé believes the jeans of the company, founded in 1853 by Levi Strauss, embody “the quintessential American uniform, something we all wear with pride” and seems excited about the new collaboration: "I am honored to work with Levi's to create the epitome of American iconography. Denim on denim, often seen through a masculine lens, is reinterpreted in this campaign, celebrating the iconic feminine perspective. I look forward to exploring innovative ways to combine our visions of empowering women and honoring their strength."

Beyoncé reinterprets Laundrette, cult ad from the 80s

On December 26, 1985, Laundrette, a Levi's ad that would make pop culture history, debuted on screens. The setting was a small American town at the end of the '50s and early '60s, filled with imagery of the era: round-hooded sedans, soldiers in khaki uniforms, girls with short socks, teased hair, and cat-eye glasses. The camera followed a handsome young man, model and singer Nick Kamen, as he entered a laundromat and undressed in front of a row of shocked onlookers, putting his black t-shirt and Levi's 501 jeans in the washing machine, leaving him in just his boxers. All of this to the sound of I Heard it Through the Grapevine by Marvin Gaye. The result? Sales of that jeans model skyrocketed, as did the brand's popularity and Kamen's career. Over thirty years later, the star of the ad becomes Beyoncé, who, alongside Kamen, finds herself in a laundromat to wash her Levi’s jeans, ending up in a t-shirt, boxers, denim cowboy boots, and a cowboy hat. This time the soundtrack is, of course, Levii's Jeans.