Beyoncé Strips Off Her Jeans in New “Cowboy Carter”-Inspired Levi’s Campaign — and It’s Instantly Iconic

The singer says she and the enduring denim model aimed to create “quintessential American iconography” with the REIIMAGINE marketing campaign — watch the attractive debut spot!

might have given followers an early trace about her new collaboration with Levi’s.

The 43-year-old singer, who featured a monitor titled “LEVII’S JEANS” on her most up-to-date album , has teamed up with the enduring denim model for a marketing campaign that revamps basic Levi’s appears to be like.

The primary chapter, unveiled on Monday, Sept. 30, reinterprets the enduring 1985 “Launderette” advert that famously reignited “I Heard It By the Grapevine” on the Billboard charts. It options the Grammy winner posing in a laundromat in a pair of high-waisted denims and an identical cowboy hat together with a cropped white tee. She effortlessly strips right down to her briefs to the admiring gazes of these round her.

“My music ‘LEVII’S JEANS’ celebrates what I consider is the last word Americana uniform — one thing all of us put on with pleasure,” Beyoncé stated of the partnership through press launch. “I’m honored to work with Levi’s to create quintessential American iconography.”

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She continues, “Denim on denim has usually been seen by way of a male lens, so this reimagining marketing campaign, which celebrates the enduring feminine perspective, is necessary to me. I look ahead to exploring progressive methods for our visions to align in empowering ladies and honoring their power.”

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“The Levi’s model has and at all times would be the unofficial uniform for these shifting ahead within the pursuit of higher. We consider a key a part of that’s constantly breaking and constructing the codes of tradition,” stated Kenny Mitchell, world chief advertising and marketing officer of the Levi’s model at Levi Strauss & Co. “In collaboration with Beyoncé, we discover the ability of reimagination by way of this marketing campaign, serving to us to attach with our followers in new methods and supporting the expansion of our ladies’s enterprise because the definitive denim way of life model.”

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The worldwide marketing campaign, which can span TV, social media, digital, print and unique merchandise, consists of immersive visuals by Emmy Award-winning cinematographer Marcell Rév and pictures by Mason Poole.

To see the most recent from the marketing campaign, you’ll be able to go to and comply with @levis on Instagram and TikTok.

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