Levi’s teams up with Beyoncé to recreate iconic 80s ‘Launderette’ ad

Levi’s has teamed up with Grammy award-winning singer Beyoncé and acclaimed director Melina Matsoukas for the denim giant’s new ‘Reiimagine’ campaign, which aims to put a modern female spin on Levi’s most iconic advertisements.

The first film is inspired by the Levi’s ‘Launderette’ commercial from 1985, which shot model Nick Kamen to instant fame and reignited Marvin Gaye’s hit ‘Heard It Through The Grapevine’.

Embracing her cowgirl style in the new version, Beyoncé strips to her underwear as Kamen does in the original, and puts her Levi’s in a washing machine while others watch on. She’s also wearing a cowboy hat in keeping with the theme of her hit album last year called ‘Cowboy Carter’, which also features the ‘Levii’s Jeans’ track she did in collaboration with Post Malone.

The ‘Reiimagine’ campaign "signals the brand’s commitment to growing its women’s business" while cementing its position as the definitive denim lifestyle brand.

The fully integrated campaign – which spans television, out-of-home (OOH), digital, social media, print and brand activations such as exclusive products – rolls out worldwide today, 30 September.

Kenny Mitchell, Global Chief Marketing Officer of the Levi’s brand at Levi Strauss & Co., said: "The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better.

"We believe a key part of that is continuously breaking and building the codes of culture.

"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."

Beyoncé added: "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."