Yesterday (September 30), the renowned brand revealed the details of their multi-tiered collaboration with Queen Bey, which draws inspiration from her unique approach to art, culture, and storytelling.
The ad consists of multiple episodes that reinterpret legendary Levi’s styles and films.
The first film in the rollout, directed by Melina Matsoukas (who has directed films such as ‘Queen & Slim’ and music videos for Beyonce), is inspired by ‘Launderette’, the 1985 commercial that memorably boosted ‘I Heard It Through the Grapevine’ to the top of 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.”
