Beyonce‘s hotly anticipated Levi’s commercial is here!
Today (September 30), the iconic brand unzipped details of their multi-tiered partnership with Queen Bey; one which draws inspiration from her innovative approach to art, culture, and storytelling.
Comprised of several chapters, the campaign reimagines classic Levi’s looks and films.
Lensed by Melina Matsoukas (who has directed films such as ‘Queen & Slim’ as well as music videos for Beyonce), the first film in the rollout is inspired by ‘Launderette’ – the 1985 ad that famously turbo-charged ‘I Heard It Through the Grapevine’ on the charts.
For this refreshed incarnation, Beyonce’s ‘Cowboy Carter’ hit ‘Levii’s Jeans’ aptly takes center stage.
Watch the commercial after the jump, where word from Beyonce on the partnership also awaits…
Speaking on the team-up, Beyonce said:
“My song ‘LEVII’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. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
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