The campaign includes the artist’s song LEVII JEANS.
FACT is crazy in love with Beyoncé Knowles’ new advert. The American singing sensation has teamed up with Levi Strauss & Co. for a campaign called Chapter 01: Laundrette, which includes the artist’s song LEVII JEANS.
Chapter 01: Laundrette draws inspiration from Levi’s classic 1985 campaign, which reimagines the classic 501 jeans. The original advert included the song “I Heard it Through the Grapevine” and the model Nick Kamen. The new advert includes Beyoncé’s own song that celebrates the brand and shows her entering a laundrette to wash the jeans.
Cinematographer Marcell Rév is behind the camera for Chapter 01: Laundrette. Plus, a series of different chapters will drop, and each one will pay homage to the brand’s classic adverts.
Beyoncé explained: “My song LEVII’S JEANS celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honoured 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 honouring their strength.”
Kenny Mitchell, Global Chief Marketing Officer of Levi Strauss & Co, added: “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
In March 2024, Beyoncé released her latest album, Cowboy Carter. The album draws inspiration from country music, and blends together influences from blues, hip, hop, and rock and roll. The songs on the album include 16 Carriages, Blackbiird and Texas Hold ‘Em.
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GO: Visit www.levi.com for more information.
