Beyoncé Strips Off Her Jeans in New Cowboy Carter-Inspired Levi's Campaign — and It's Instantly Iconic

Beyoncé may have given fans an early hint about her new collaboration with Levi’s.

The 43-year-old singer, who released a song called “LEVII’S JEANS” on her latest album Cowboy Carterteamed up with the legendary denim brand for a campaign that reinvents the classic Levi’s look.

The first chapter, unveiled Monday, Sept. 30, reinterprets the iconic 1985 “Launderette” ad that famously relaunched “I Heard It Through the Grapevine” on the Billboard charts. It shows the Grammy winner posing in a laundromat in high-waisted jeans and a matching cowboy hat with a cropped white T-shirt. She effortlessly strips down to her panties with the admiring glances of those around her.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said of the partnership via press release. “It’s an honor to work with Levi’s to create a quintessentially American iconography.”

Beyoncé x Levi’s “Launderette” Campaign 2024

Mason Poole

Beyoncé sparkles in a gold sequin dress with a plunging neckline as she poses next to the Eiffel Tower in Paris

She continues, “Denim on denim is often viewed through a male lens, so this reinvention campaign, celebrating an iconic female perspective, is important to me. I look forward to exploring innovative ways to align our visions of empowering women and honoring their strength.”

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Beyoncé x Levi’s “Launderette” Campaign 2024

Mason Poole

“The Levi’s brand will always be the unofficial uniform for those who move forward in search of better. We believe a key part of this is constantly breaking and building cultural codes,” said Kenny Mitchell, global director of marketing for the Levi’s brand at Levi Strauss & Co. “In collaboration with Beyoncé, we’re exploring the power of reimagining through this campaign, helping us connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”

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Beyoncé stars in a Levi’s campaign.

Mason Poole

The global campaign, which will span TV, social media, digital, print and exclusive products, features immersive visuals by Emmy-winning cinematographer Marcel Rév and photography by Mason Poole.

To see the latest news from the campaign, you can visit levi.com and follow @levis on Instagram and TikTok.

Categories: Trends
Source: HIS Education