Beyoncé Stars in 80s Levi’s Ad Remake for New Campaign
Beyoncé is once again making waves in the fashion world, this time by starring in Levi’s newly released Reimagine campaign. The Grammy award-winning singer, known for her iconic style and powerful presence, takes center stage in the brand’s latest campaign that aims to celebrate Levi’s legacy while pushing creative boundaries.
Directed by the talented Melina Matsoukas, the campaign brings a fresh take on iconic Levi’s looks and ads, starting with a modern twist on the classic 1985 “Launderette” commercial starring Nick Kamen. In the original ad, a young man stripped off his Levi’s at a laundromat, waiting in his underwear while his jeans were washed. In the updated version, Beyoncé confidently takes the lead, bringing a strong female presence to the ad.
Speaking about her involvement in the campaign, Beyoncé shared, “My song ‘Levi’s Jeans’ celebrates what I believe is the ultimate Americana uniform – something we all wear with pride. I am honored 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.”
Empowering Women Through Fashion
Beyoncé’s collaboration with Levi’s is not just about creating visually stunning ads but also about empowering women through fashion. By taking on the role that was originally portrayed by a male model in the 80s, Beyoncé is challenging traditional gender norms and highlighting the strength and confidence of women.
Kenny Mitchell, global chief marketing officer of Levi’s, emphasized the importance of reimagining cultural codes and connecting with fans in new ways. The brand’s collaboration with Beyoncé aims to support the growth of their women’s business and solidify Levi’s position as the definitive denim lifestyle brand.
This campaign is a significant step towards inclusivity and representation in the fashion industry, showcasing diverse voices and perspectives that resonate with audiences worldwide.
Beyoncé’s Impact on Levi’s Brand
The partnership between Beyoncé and Levi’s has already begun to yield positive results for the iconic denim brand. Following the release of Beyoncé’s country song, “Levi’s Jeans,” Levi’s experienced a 20% increase in their stock price, a 20% rise in customer visits to US stores, and an additional $1.2 million in revenue.
Beyoncé’s influence on consumer behavior and brand perception is undeniable, as she continues to shape trends and inspire fans with her bold fashion choices and creative collaborations. The success of the Reimagine campaign further solidifies her status as a cultural icon and a powerful force in the world of fashion.
Recognition and Challenges
Despite Beyoncé’s immense talent and influence, she has faced challenges and setbacks in the country music industry. The recent People’s Choice Country Awards saw Beyoncé receive multiple nominations but ultimately leave empty-handed, sparking discussions about representation and recognition in the genre.
Similarly, the CMA Awards snubbed Beyoncé, failing to nominate her for any awards despite her contributions to the country music scene. These instances of exclusion have led to conversations about racism and bias within the industry, highlighting the need for greater diversity and inclusivity in music awards ceremonies.
Despite these challenges, Beyoncé remains a trailblazer in the music and fashion worlds, using her platform to advocate for change and celebrate diversity in all its forms. Her involvement in the Levi’s Reimagine campaign is just one example of her commitment to empowering women and pushing boundaries in creative industries.
