Beyoncé recreates iconic 80s Levi’s ad for ‘reiimagine’ campaign following awards snub

Beyoncé is embracing her cowgirl style in Levi’s newly released Reiimagine campaign.

The Grammy award-winning singer, who collaborated with Post Malone on her track Levii’s Jeans last year, takes centre stage in the brand’s latest campaign, which “celebrates Levi’s legacy while pushing creative boundaries.”

Directed by Melina Matsoukas, the campaign reimagines iconic Levi’s looks and ads, starting with a modern twist on the classic 1985 “Launderette” commercial starring Nick Kamen.

In the original ad, a young man stripped off his Levi’s at a laundromat, waiting in his underwear while his jeans are washed. In the updated version, Beyoncé confidently takes the lead, bringing a strong female presence to the ad.

Speaking about the campaign, Beyoncé shared: “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.”

The 1985 advert featured Kamen stripping to his boxer shorts in an old-fashioned launderette to wash his jeans while a group of female customers looked on as Marvin Gaye’s hit Heard It Through The Grapevine played in the background.

It turned Kamen into a global sex symbol and saw sales of Levi’s rocket by 800 per cent. Kamen became a singer-songwriter and a protégé of Madonna, enjoying chart success with songs including Each Time You Break My Heart. He died in 2021 aged 59 after a long illness.

The singer recreated Nick Kamen’s iconic 80s Levi’s advert for the new campaign

Kenny Mitchell, global chief marketing officer of Levi’s, 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.”

The jean brand experienced a 20 per cent increase in their stock price, a 20 per cent rise in customer visits to US stores, and an additional $1.2 million in revenue after the Texan singer mentioned them in her country song, Levii’s Jeans.

The campaign comes after the singer left the People’s Choice Country Awards empty-handed this year, despite receiving more nominations than any other female artist.

Beyoncé’s string of losses at the ceremony follows her complete snubbing at the CMA Awards, where she received no nominations, leading to allegations of racism online.

Although the People’s Choice Country Awards recognised her first country album, Cowboy Carter, with an impressive 17 nominations, she failed to secure any wins last Thursday.

The hitmaker faced disappointment not winning in major categories such as People’s Artist, Album of the Year, Song of the Year, and Female Artist, despite the album’s commercial success.

Related articles

Beyoncé reflects on her journey to motherhood, describing it as her greatest achievement, highlighting how becoming a mother has profoundly impacted her life and career

Beyoncé Knowles-Carter, a global icon, and one of the most influential figures in the music industry, has not only dazzled the world with her talent but has…

Young Hyacinth offers a glimpse into Hyacinth Bucket’s origins, but without the magic of Patricia Routledge, it struggles to recapture the charm of Keeping Up Appearances.

For fans of the iconic British sitcom Keeping Up Appearances, the 2016 prequel Young Hyacinth offers an opportunity to explore the roots of one of television’s most unforgettable characters. But…

Unlocking Success: Beyoncé’s golden rules for aspiring singers have been revealed, offering valuable insights for those looking to make it in the music industry

Beyonсé Knowleѕ-Cаrter, а nаme ѕynonymouѕ wіth unраrаlleled tаlent аnd unmаtсhed ѕuссeѕѕ іn the muѕіс іnduѕtry, hаѕ long been аn іnѕріrаtіon to сountleѕѕ аѕріrіng ѕіngerѕ worldwіde. Whіle Queen…

Young Hyacinth delves into the origins of a beloved comedic icon, exploring the roots of Hyacinth Bucket’s relentless social climbing, yet struggles to match the timeless charm and humor of Keeping Up Appearances.

In the rich universe of British comedy, Hyacinth Bucket is a legendary character known globally for her humorous attempts at maintaining a facade of high social standing…

Beyond the Spotlight: Beyoncé’s Secret Weapons in Dominating the Music World Revealed

Beyonсé Gіѕelle Knowleѕ-Cаrter: to the world, ѕhe іѕ the embodіment of grасe, tаlent, аnd рowerhouѕe voсаl рroweѕѕ. But behіnd the glіtterіng сoѕtumeѕ аnd the lаrger-thаn-lіfe ѕtаge рreѕenсe…

Patricia Routledge reveals she never want to be back at her role in ‘Keeping Up Appearances’, citing recycled ideas of BBC is “a disaster of British comedy line

The golden era of British sitcoms produced some of the most unforgettable television in history, but few shows have aged as well as Keeping Up Appearances. Decades…