Levi’s new global campaign is a buzz that epitomizes classic American style and effortless cool.
By: Mihlali Jijana
Levi Strauss & Co, a beloved brand known for its iconic jeans, announced its new global campaign in San Francisco on September 30, 2024. The brand has collaborated with the iconic Beyoncé for a critically acclaimed album that explores and redefines Americana.
Beyoncé takes on the main character role in “REIMAGINE,” a campaign that takes inspiration from the enduring legacy of the Levi’s® brand and the forward-thinking vision of one of modern culture’s most influential figures, reaffirming the brand’s lasting presence at the core of culture. The new campaign draws inspiration from Beyoncé’s innovative approach to art, culture, and storytelling. It reimagines classic Levi’s® looks and films in a series of chapters, interpreting several iconic brand advertisements with the transformative creativity of filmmaker Melina Matsoukas. The first film, influenced by the 1985 “Launderette” ad, features Beyoncé and celebrates Levi’s® legacy as a canvas for self-expression.
Read More:https://www.sibizimagazine.co.za/2024/09/27/your-afrocentric-african-day-inspiration/
“The Levi’s® brand has always stood as the unofficial uniform for those propelling forward in achieving something greater. We firmly believe that a crucial aspect of this is consistently breaking and reinventing the norms of culture,” stated Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co. “Through our collaboration with Beyoncé, we are delving into the power of reimagination with this campaign. This goes beyond forging new connections with our fans but bolsters the evolvement of our women’s business, solidifying our position as the paramount denim lifestyle brand.”
Beyoncé expressed her excitement about collaborating with Levi’s to create the ultimate Americana uniform in her song ‘LEVII’S JEANS.’ She emphasized the importance of celebrating the iconic female perspective and empowering women.